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Starburst advertises through series of YouTube episodes

BY Melissa Valliant

MCLEAN, Va. Starburst has taken online advertising to a whole new level with its animated, YouTube “Nite Fite” series. The candy company released Tuesday an election-themed episode that was placed in the top upper right hand ad position on the YouTube site.

“Nite Fite” portrays two, animated, middle-aged men named Penalty and Lloyd who debate a different—usually comical and insignificant—issue each episode and relay a promotional Starburst message. Starburst purchased the campaign from Web video production firm Next New Networks. The election night release marked the 17th episode to be distributed on YouTube, and the series boasts 2.5 million views.

Though “Nite Fite” is also available through AOL, Veoh, iTunes and other Web video outlets, YouTube is responsible for 50 percent of each episode’s views. The Oct. 6 episode, “TV is Crap!,” generated 500,000 views and made No.1 on YouTube’s daily list of the most popular videos.

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Kellogg’s adds information to packaging to help diabetics make healthy food choices

BY Michael Johnsen

BATTLE CREEK, Mich. Kellogg Company announced last month a merchandising initiative to make it easier for diabetic consumers to choose foods that fit within their diets—a Diabetes-Friendly Seal that will be featured across several of Kellogg’s breakfast cereals.

Beginning in November, the new seal will be featured on the side panel of Kellogg’s ready-to-eat cereals that meet specified criteria and will help people with diabetes manage their diets. The nutrition criteria, based on those of third-party, science-based organizations, require that each serving of a ready-to-eat cereal include:

• Less than or equal to 30 grams carbohydrates;

• Less than or equal to 9 grams sugar;

• Less than or equal to 3 grams fat; and

• Less than or equal to 1 grams saturated fat and 0 grams trans fat per serving based on a 2,000 calorie per day diet.

“A recent Kellogg study found that about half of people with diabetes believed they should consume no more than 14 grams of carbohydrates and zero grams of sugar per serving,” stated Jennifer Garrett, director, Kellogg U.S. Nutrition Marketing. “But according to leading diabetes organizations’ guidelines for a healthy diet, meals with 45-60 grams of carbs can be a healthy part of their diets, so people with diabetes can enjoy foods like Kellogg cereals that meet our diabetes-friendly criteria.”

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Dr. Fresh Inc. acquires Ascendia Group’s Binaca, Tek and Dentax brands

BY Melissa Valliant

BUENA PARK, Calif. Dr. Fresh Inc., major manufacturer and distributor of oral and personal care products announced its Oct. 14 acquisition of Binaca, Tek and Dentax brands from Ascenda Group. The company will begin marketing and distributing all Binaca and Tek products immediately, as well as begin creating new plans for the Dentax brand.

Binaca, Tek and Dentax brands are all known for their mouthwash, breath sprays and oral care products. Their lines will add to an already strong group of Dr. Fresh products, including their No.1-selling kids? toothbrush.

“Binaca has long been the standard in the breath care category, enjoying a high degree of recognition and a loyal consumer following. We are thrilled to be able to count it among our brands,” said Daniel Enreiquez, vice president of sales and marketing for Dr. Fresh Inc. “Binaca will accelerate our expansion into the breath care segment on the heels of our recent launch of Dentyne breath sprays, while also providing exceptional value both to consumers and to retailers. The Tek brand will diversify our offerings and increase our market share in the institutional arena.”

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