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PepsiAmericas forms transaction committee to review Pepsi Co. proposal

BY Allison Cerra

MINNEAPOLIS PepsiAmericas Inc. said Friday that its board of directors has formed a transactions committee consisting of independent directors which has begun to review the non-binding proposal from PepsiCo Inc.

Goldman, Sachs & Co., Briggs and Morgan, P.A. and Sullivan & Cromwell LLP have been retained as advisors.

As previously announced, PepsiCo has proposed to acquire all of the outstanding shares of PepsiAmericas’ common stock.

With annual sales of $4.9 billion in 2008, PepsiAmericas employs more than 20,000 people and operates 33 manufacturing facilities and over 175 distribution centers across its markets.

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Pacifico Beer goes mobile, introduces new blog

BY Allison Cerra

CHICAGO Pacifico Beer, an authentic pilsner-style beer imported from Mexico, is set to unveil a new marketing campaign that takes the beer’s Mexico Via Pacifico theme mobile.

On Wednesday, the company launched a new iPhone application and a blog for Pacifico’s ultimate journeyman, with new print and outdoor creative to follow later this spring.

The Pacifico web site, www.MexicoViaPacifico.com, showcases adventures with the beer in undiscovered regions of Mexico, and Pacifico’s new iPhone application follows that theme with the Pacifico Rooster Alarm Clock.

The Pacifico Rooster Alarm Clock is a live 24/7 webcam of a rooster in Mexico City, Mexico, that allows Pacifico fans to wake up to nature’s original alarm clock by visiting its new dedicated web site, www.PacificoAlarmClock.com, where the live streaming video can be viewed and downloaded to desktop, screensaver or iPhone. With the iPhone application, users can set an alarm to wake up to the sounds of Claudio, the Pacifico rooster.

“We are celebrating the active and adventurous lifestyle of Pacifico’s core consumer,” said Paul Verdu, VP marketing for Crown Imports, Pacifico’s exclusive U.S. importer. “The Rooster Alarm Clock delivers an authentic Mexican experience to the consumer, who would prefer to live life according to nature’s alarm clock.”

In addition to the Pacifico Alarm Clock, the brand is also introducing a new blog from the ultimate journeyman, Ira Evan Nevius, a free-spirited adventurer who embodies the Pacifico lifestyle. Ira is an American expatriate from California currently living in Todos Santos, Mexico, who has worked with Pacifico for several years as a location scout for photo shoots, as a journeyman in Pacifico films and as an all-around adventure expert. Ira will launch his blog, www.Iralandia.com, featuring his take on life in Mexico including making ceviche, spearfishing and his penchant for Pacifico.

Both www.Iralandia.com and www.PacificoAlarmClock.com will be introduced to the public through Pacifico’s home site of www.MexicoViaPacifico.com and through web banner advertisements on sites targeted towards the adventure-driven audience including Backpacker.com, NationalGeographic.com, Paste.com, Outside.com and Surfline.com.

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Study suggests eating dried fruit can reduce risk of abdominal obesity

BY Alaric DeArment

NEW ORLEANS Eating raisins and other dried fruits can decrease the likelihood of abdominal obesity, a study presented Wednesday at the Experimental Biology conference in New Orleans suggests.

Funded by the California Raisin Marketing Board, the study used data from the National Health and Nutrition Examination Survey from 1999 to 2004, classifying as dried fruit eaters those who ate one-eighth cup or more of dried fruit. The study found lower rates of abdominal obesity among that group.

“The results of this analysis showed a lower prevalence of obesity, specifically abdominal obesity, among adults who consumed dried fruit as compared to those who did not eat dried fruit,” Food and Nutrition Database Research Inc. president Debra Keast said.

Additional data presented at the conference showed that raisins have large amounts of fructans, dietary fiber that functions as a prebiotic and may benefit the colon’s health. Fructans are produced during the drying process and are not present in fresh raisin grapes.

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