CENTER STORE

Wegmans promotes healthy living on its Web site

BY Michael Johnsen

ROCHESTER, N.Y. Wegmans on Tuesday highlighted its “Eat Well. Live Well.” program, a series of video vignettes hosted on the company’s site, wegmans.com, that are designed to help “customers overcome the ‘disconnect’ between wanting to be healthy and making everyday choices that support better health consumers,” the grocer stated.

First introduced in the fall of 2008, new videos are added each season, and the latest batch has just appeared online. They take on five topics — vitamin D, whole grains, high blood pressure, kids and fruit juice and beets. Each offers information that’s useful when making menus or shopping lists.

“The mission of Wegmans’ nutrition team is to simplify nutrition in the aisle and on the plate,” stated Jennifer Felice, Wegmans corporate nutritionist, who stars in the videos. “Videos are a great way to give customers practical advice about what really matters, so they can buy the best health bargains while choosing foods their families enjoy.”

The vitamin D video, for example, explains why vitamin D has been in the news — recent studies indicate that it may enhance the immune system and reduce the risk of several diseases, including cancer and diabetes. In the video, Felice pulls out of her shopping bag examples of foods rich in vitamin D, including heart-healthy fatty fish such as mackerel, salmon or sardines, and such foods fortified with vitamin D, as milk, yogurt and breakfast cereals. Vitamin D is called the “sunshine vitamin,” she explains, because our skin makes it when exposed to sunlight – just 15 minutes a day boosts Vitamin D levels. For those living in areas with less year-round sun, a supplement might make sense, she said.

“We’ll be adding to the video library as we go, taking up topics that we know many customers may be struggling with,” Felice said. “They’re an effective way, we think, to help customers make informed decisions that can keep their families healthier.”

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Pepsi, Yankees continue partnership in new baseball season, stadium

BY Allison Cerra

PURCHASE, N.Y. The Yankees are not only moving to a new stadium this season, they’re also refreshing their beverage lineup in a partnership with PepsiCo.

 As part of the agreement, Pepsi is the official soft drink of the Yankees, while Gatorade is the team’s Official Sports Drink.

“The Yankees arguably are the most recognizable baseball club in the world and we are thrilled to join them in embarking on a new era. It’s a whole new ballgame,” said Dave Burwick, SVP and CMO, PepsiCo North America Beverages. “This is going to be an exciting season and Yankee Stadium will provide the perfect backdrop to the start of our partnership with the Yankees and their fans.”

The multi-year deal between the Yankees and PepsiCo includes Pepsi-branding on in-Stadium signage, on fountain soda cups, and on all cup holders affixed to the field level seats. In addition, Gatorade “hydration stations” will be located in the dugouts and the bullpens; providing branded cups, coolers, ice chests and towels for the Yankees and visiting teams. The PepsiCo beverages that will be available to Yankees fans in the Stadium include Pepsi, Diet Pepsi, Gatorade, Mountain Dew, Sierra Mist, Lipton Tea and Tropicana Lemonade.

“We are very excited about our partnership with PepsiCo. It is a fully integrated relationship — from concessions sales and prominent signage to promotional rights and premium hospitality,” said Michael J. Tusiani, New York Yankees SVP corporate sales and sponsorships.

To celebrate the start of the partnership, the Pepsi Spotter Program is currently rewarding Pepsi and Yankees fans for their support. Pepsi is blitzing the New York market, through April 8, in a van that is visiting high-traffic locations within the tri-state area. Fans spotted wearing Yankees gear and consuming Pepsi are being rewarded with Yankees exhibition game tickets, regular season tickets and team merchandise.

This partnership extends an ongoing relationship between Pepsi and Major League Baseball. Pepsi has been the Official Soft Drink of Major League Baseball since 1997.

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Sierra Mist rolls out new flavor

BY Allison Cerra

PURCHASE, N.Y. A sweet ray of sunshine is coming to the beverage aisle this spring in the form of Sierra Mist Ruby Splash, a new ruby grapefruit-flavored line extension of PepsiCo’s lemon-lime soft drink portfolio.

Currently available in retail stores nationwide, this marks the first new flavor from Sierra Mist that will be available year-round.

“Sierra Mist Ruby Splash is a delicious and refreshing blend of the lemon-lime taste that consumers love with a splash of ruby grapefruit,” said Kristina Mangelsdorf, director of marketing, Flavors, Pepsi-Cola North America Beverages. “This combination of citrus flavors is so uplifting, it tastes like liquid sunshine in a bottle.”

Sierra Mist has enjoyed success with other flavored line extensions, including Lemon Squeeze in the summer of 2006, Undercover Orange in the summer of 2007 and Sierra Mist Cranberry Splash, which has been offered for a limited time over the past three holiday seasons.

Sierra Mist Ruby Splash is offered in regular and diet versions of 20-ounce bottles, 2-liter bottles and 12-packs of 12-ounce cans. It will be supported by a full slate of TV, radio and digital advertising, highlighted by the tagline, “It’s Liquid Sunshine.”

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