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A&P Tea Company joins with General Mills to benefit breast cancer research

BY Jenna Duncan

NEW YORK The Great Atlantic & Pacific Tea Company supermarket chain and General Mills have joined forces to launch the Pink Together program to raise funds for the Susan G. Komen for the Cure project and support breast cancer research the companies Friday announced.

From Friday, Oct. 3 through Oct. 9, customers who buy selected “pink ribbon” General Mills products at A&P grocery stores, such as The Food Emporium, Pathmar, Superfresh and Waldbaum’s. For groups of five pink ribbon products purchased at the same time of sale, General Mills will donate $1 to the Komen Foundations, up to a total of $50,000.

“We are especially honored to salute and support our own associates who have battled breast cancer by featuring them on General Mills’ Cheerios boxes,” Jennifer MacLeod, senior vice president of  marketing and communications for The Great Atlantic & Pacific Tea Company told the press. “These individuals embody inspiration, strength and hope, and most importantly, survival. They remind us all that cancer can be beaten.”

More information on Pink Together is available in the A&P weekly circular, or at www.PinkTogether.com and www.assupermarket.com.

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Ferrero to sponsor ‘Desperate Housewives’ on British TV

BY Jenna Duncan

LONDON Candy maker Ferrero is slated to become a sponsor in the United Kingdom of the popular U.S. TV drama, “Desperate Housewives,” the company said this week.

Ferrero will use its sponsorship to promote its Euro-style snack bar, Kinder Bueno, and its boxed chocolate line. Episodes airing before the Christmas holiday will feature drops about Ferrero producst, such as the Ferrero Collection, Ferrero Raffaello, Ferrero Rondnoir, and the company’s signature Ferrero Rocher chocolate bites, the company has said.

During the 2009 TV season, “Desperate Housewives” will also carry idents for Kinder Bueno, the company said. Ferrero also has released a new white chocolate Kinder Bueno bar, available only in the UK.

Ferrero chocolate candies are available at hundreds of grocery, drug, mass and other retail stores across the United States.

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Bud Light boasts superior ‘drinkability;’ takes on Miller Lite

BY Jenna Duncan

CHICAGO Anheuser-Busch has launched a new tagline for its classic light beer, Bud Light: “The difference is drinkability,” the company has said.

A-B is putting $50 million behind its new campaign and touting Bud Light just in time for football season. The campaign is aimed at Bud Light fans and will run through fall and winter until the first quarter of 2009. New impressions will be released around Super Bowl, the company has said.

The “drinkability” tag challenges Miller Lite’s catchphrase, “The world’s most refreshing beer.”

So far, A-B’s numbers have been good following its merger with European beverage giant InBev. Bud Light’s sales increased 2 percent across drug and mass outlets, excluding Wal-Mart, according to data released by Chicago-based market research company, Information Resources Inc.

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