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Snyder’s of Hanover looking to acquire Utz

BY Antoinette Alexander

HANOVER, Pa. Snyder’s of Hanover, which produces pretzels under it Snyder’s of Hanover brand and owns Krunchers! Kettle Chips, O-KE-DOKE popcorn and Jays Potato Chips, is looking to expand its portfolio by acquiring Utz Quality Foods.

Terms of the deal were not disclosed. The acquisition is subject to review and clearance by the Federal Trade Commission and the parties expect to close the deal as soon as possible following FTC clearance. 

Utz Quality Foods is known for its line of potato chips and also produces a natural line of potato chips, pretzels, tortilla chips, multi-grain sunflower chips, cheese curls and popcorn. It produces its snack foods in its four Hanover-based manufacturing facilities and employs more than 2,200 workers. Its brands are distributed primarily throughout the East Coast.

Snyder’s of Hanover has stated that it plans to continue to operate the four Utz plants, plus the Snyder’s of Hanover plant, and no job losses are expected. 

In addition, Mike Rice, Utz chairman and CEO, will serve as a director on the Snyder’s of Hanover board. 

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TABS taps Leahy for international post

BY Rob Eder

SHELTON, Conn. The TABS Group announced that John Leahy has joined the company in the position of executive advisor, international. An accomplished CPG executive, Leahy brings a wealth of knowledge, experience and relationships to his new post — both in terms of the U.S. market and abroad, in more than 80 different countries.

“We are pleased to welcome John to TABS Group,” said Kurt Jetta, president and founder of TABS Group. “He brings a wealth of experience and contacts that will be instrumental in helping us build our international business. In our initial projects overseas, we have found that each country has a distinct set of issues that needs to be addressed prior to doing business, and John Leahy will enable us to get quickly up the learning curve in each of those countries.”

Prior to joining TABS, Leahy was president of NBTY’s U.S. nutrition wholesale division, as well as NBTY’s international business. Before NBTY, John spent 23 years with Playtex Products, starting off as a district sales manager in 1982 and rising through the ranks to president in 2003.

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Celsius launches new advertising campaign

BY Allison Cerra

DELRAY BEACH, Fla. Beginning this month, Celsius Holdings, the maker of a calorie-burning beverage, will launch new national television, print, radio and internet advertising campaign featuring the popular “Burn Baby Burn” theme.

“We are broadening the audience of Celsius with advertising that has mass appeal, as today’s savvy consumer is interested in a healthy beverage alternative that tastes great, is clinically shown to work and burns calories. We believe these new ads capture this philosophy beautifully,” said Irina Lorenzi, VP innovation at Celsius. “This national advertising campaign launches in perfect timing to support our growing nationwide retail distribution for Celsius.”

The national 15 and 30 second TV commercials, now being broadcast on MSNBC, Bravo, CNBC, Lifetime, Lifetime Movies, TLC, E!, HGTV and The Food Network, feature a cross-section of health-conscious people on the go and encompasses today’s busy lifestyles in a fun, upbeat way.

The radio campaign, which can be heard on the Oprah Network on such shows as Oprah Show, Gayle King, Dr. Laura Berman and Dr. Maya Angelou; on Cosmo Radio which is the radio format of Cosmopolitan Magazine, Wake Up with Taylor, and also in major markets throughout the country. This ad which can be heard on www.celsius.com (click on New Radio Spots) focuses on Celsius’ health benefits and great taste and encourages listeners to log on for a retail coupon. Many DJs across the country are now drinking Celsius and are raving about it on the air. The newest national print ad, seen above, is currently in US Weekly, First for Women, Woman’s World and Women’s Health.

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