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Sheets reaches out to Hispanic community with help from Pitbull

BY Allison Cerra

NEW YORK — PureBrands has launched a national advertising campaign for its Sheets energy strips brand in an effort to reach Hispanic consumers.

Partnering with recording artist Pitbull, the new Sheets campaign will include broadcast, radio and movie theater commercials that exclusively will be in Spanish. Pitbull and his team are an integral part of the brand’s entire Hispanic marketing efforts, creating innovative advertising, marketing and promotional initiatives to reach Latino consumers worldwide, PureBrands said.

"We are thrilled to team up with Pitbull and launch this new national campaign which will help us target the Latino community with a direct message developed exclusively for them," PureBrands CEO Warren Struhl said. "We could not think of a better person to take the lead on this campaign than Sheets founding partner Pitbull who has very strong ties to the Latin community around the world."

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Helen of Troy completes acquisition of Pur from P&G

BY Allison Cerra

EL PASO, Texas — Helen of Troy has become the new owner of the Pur water purification products business, the company announced Tuesday.

The company previously announced its intent to acquire Pur Water Purification Products company — including the worldwide Pur trademark, its current and future product line, assets related to the operations of the Pur business, manufacturing equipment and more than 200 patents — from Procter & Gamble in December.

The acquisition, Helen of Troy and P&G said, does not include P&G’s Children’s Safe Drinking Water corporate philanthropy program, adding that the powder product and patents used in that program will remain with P&G, who will transition that effort to the P&G corporate name.

Helen of Troy chairman, president and CEO Gerald Rubin said it expects the Pur business will garner $110 million in sales on an annual basis.

"We expect to quickly integrate the Pur brands into our healthcare/home environment segment, where it is a natural fit," Rubin said. "The category shares the segment’s current customer base, target audience, and product focus areas. Pur adds an important brand to our strong portfolio of well-recognized and widely-trusted brands for our retail partners and consumers, and is in line with our overall corporate strategy of adding businesses with value-added consumables, such as the proprietary filters that are important in this category."

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Sara Lee acquires Tea Forté

BY Allison Cerra

UTRECHT, Netherlands — Sara Lee has acquired an ultra-premium tea business based in Massachusetts.

The company said it acquired Tea Forté, a company founded in 2003 by former Museum of Modern Art designer Peter Hewitt, for an undisclosed sum. The acquisition, Sara Lee said, strategically fits the company’s strategy to spin off its CoffeeTeaCo business. CoffeeTeaCo will retain the current management team of Tea Forté to run the business independently before integrating it into its international coffee and tea operations, Sara Lee noted.

"Acquiring Tea Forté fits perfectly into our strategy to spin off ‘CoffeeTeaCo’ as a pure-play coffee and tea company poised for strong growth," said Jan Bennink, executive chairman of the board at Sara Lee.

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