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First Lady’s anti-obesity campaign gets industry endorsement

BY Allison Cerra

WASHINGTON First Lady Michelle Obama’s initiative to cut obesity in America has received backing from a coalition of retailers and food firms.

The Partnership for a Healthier America signed an agreement with the Healthy Weight Commitment Foundation, whose members are pledging to take actions aimed at reducing 1.5 trillion product calories by the end of 2015. As an interim step to this goal, HWCF will seek to reduce calories by 1 trillion in 2012, according to a White House press release.

Healthy Weight Commitment Foundation manufacturing companies will pursue their calorie reduction goals by growing and introducing lower-calorie options; changing product recipes where possible to lower the calorie content of current products; or reducing portion sizes of existing single-serve products. These changes will help Americans reduce their calorie intake, improve their overall nutrition and close the energy gap.

Companies participating in the program include Coca-Cola, PepsiCo and Kellogg.

“Solving the obesity epidemic requires far more than anything government can do alone and today’s announcement represents an important step forward to providing Americans with healthier choices so that they can choose to lead healthier lives,” said Mrs. Obama, serves as honorary chair of the Partnership for a Healthier America. “This is precisely the kind of private sector commitment we need.”

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Celsius gives consumers the ultimate challenge

BY Allison Cerra

DELRAY BEACH, Fla. Celsius is launching the Ultimate Workout Challenge summer campaign to inspire consumers to be active.

Celsius is tapping its national brand spokesperson, Mario Lopez, to help coach consumers along the way.

Throughout the summer, consumers will be able to upload short video clips of their favorite way to achieve their ultimate workout, whether it’s walking the dog everyday or a grueling triathlon. Participants will be able to see the tips and tricks people across the country have found to help keep them motivated and stay active. Select recipes from Mario Lopez’s nutrition book, “Extra Lean,” will be featured on UltimateFitnessPartner.com as well as workout tips from top professional athletes and exclusive news and event information.

“Celsius is my Ultimate Fitness Partner, and we’re working together to help people everywhere improve their diet and fitness,” said Mario Lopez. “I’ll be sharing my favorite workout tips as well as recipes from my latest book, ‘Extra Lean,’ because we want America to know how important both a healthy diet and regular exercise are to overall good health.”

For more information and to sign up to take the Celsius Ultimate Workout Challenge, please log on to UltimateFitnessPartner.com.

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Sip away your stress

BY DSN STAFF

MEMPHIS, Tenn. —More relaxation drinks are trickling into the market. The beverages, designed to be stress-reducing, have become popular with consumers looking for an anti-energy choice. The drinks were named a top trend for 2010 on both “The View” and “Good Morning America.”

Unwind, the latest entry in the category, will roll out to retail in June. The calming, carbonated drink made by Frontier Beverage is available in three flavors—goji grape, pom berry and citrus orange—and contains valerian root, rose hips and passion flower—herbs used to treat anxiety and insomnia. The beverage contains 40 calories and 10 g of sugar, and retails for between $1.99 and $2.49 for a 12-oz. can.

Frontier Beverage CEO Terry Harris said the product will be a great fit for the drug channel. “Both businesses and consumers are equally frazzled by the uncertain economy that lies ahead. Drug stores opting to stock products that encourage relaxation stand to gain new customers who are desperately in need of an easily accessible way to reduce stress after a long day,” he said.

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