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Skinny Nutritional, Cliffstar enter deal

BY Allison Cerra

BALA CYNWYD, Pa. — Skinny Nutritional has entered an agreement with Cott’s Cliffstar subsidiary to expand the availability of Skinny Nutritional’s line of Skinny Water zero-calorie enhanced beverages.

Through the partnership, Skinny Water zero-calorie enhanced beverages will be exclusively manufactured and distributed by Cliffstar to selected new and existing customers through its retail channels, providing increased scalability for the Skinny Water brand. This agreement spans beverage production, raw materials procurement, research and development, freight management and retail inventory management.

"We are extremely excited to announce this strategic relationship with Cliffstar," Skinny Nutritional CEO Michael Salaman said. "This agreement allows us to do business with some of the largest retailers in the country and concentrate our resources on marketing and sales. We will be closely working with Cliffstar to introduce and aggressively market Skinny Water throughout the territory. As demand continues to rise, our retail channels are becoming increasingly aware that the concept of ‘skinny’ works everywhere."

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Marley Coffee kicks off ‘Taste of Marley Coffee’ social media campaign

BY Allison Cerra

LOS ANGELES — Marley Coffee has launched a social media campaign through which the brand will give away 25,000 free samples of Marley Coffee "One Love" organic ground coffee.

The company said its "Taste of Marley Coffee" campaign will offer first-time Facebook fans and new subscribers to MarleyCoffee.com the chance to try out the medium roast coffee, which will be packaged in a sample-sized, 2.5-oz. package. Free samples are available to lawful permanent resident of the 48 contiguous United States or the District of Columbia and be 18 years of age or older.

"We don’t believe people know just how incredibly delicious Marley Coffee tastes, so we look forward to giving 25,000 people across the U.S. a chance to give us a try for the first time," Marley Coffee CEO Brent Toevs said. "Every time we conduct product sampling at retail stores, we see an increase in sales. The ‘Taste of Marley Coffee’ campaign takes the proven in-store sampling concept to a national scale, leveraging our growing social media presence to cost-effectively introduce more consumers to our products. We’re confident this approach will increase awareness and positively impact sales at retail and online as well as through foodservice and office coffee service."

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Pereira & O’Dell named Henkel’s agency of record

BY Allison Cerra

SAN FRANCISCO — The maker of Purex, Renuzit and Soft Scrub has retained a new agency of record.

Henkel announced it will work with Pereira & O’Dell’s creative and strategy departments to develop TV, print, out-of-home and digital assets including social and mobile efforts.

"Henkel’s laundry and home care brands have been trusted by generations of families. Our goal is to maintain the trust in our brands and preserve the organic growth we’ve experienced," said Eric Schwartz, general manager of laundry and home care at Henkel Consumer Goods. "It takes constant innovation, talent and a relentless pursuit of excellence. These are qualities we found in Pereira & O’Dell, which made them our choice for agency of record."

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