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P&G unveils ‘Plush Potties for the People’ tour

BY Michael Johnsen

LOS ANGELES Procter & Gamble recently unveiled its “Plush Potties for the People” tour in Santa Monica, Calif., a tongue-in-cheek media campaign featuring comedian Chelsea Handler to help support the need for cleaner and more accessible public bathrooms in the United States, and, of course, to use Charmin in those restrooms.

As part of the promotion, P&G is rolling out Charmin’s “Plush Potties”—free, family-friendly, and ADA stalls that include state-of-the-art toilets, faucets, sinks and sconces provided by KOHLER, a stainless steel baby changing station, fireplace, vanities and flat screen televisions. “To make sure the potties stay pristine, attendants dressed in Charmin clad tuxedos will clean the restrooms after every use,” P&G said.

“I’m excited to be putting my name behind this program, and helping Charmin with such a public need” said Handler, who is host of the hit show Chelsea Lately on E!. “As a frequent traveler, I’ve seen some nasty public restrooms, and it’s a horrible feeling to come out feeling dirtier than when you went in. With the ‘Plush Potties’ national tour, Charmin is finally offering the opportunity to go in style.”

“Charmin wants to bring the same premium experience it creates for consumers at home to those who are on the run and need a clean and accessible public bathroom,” added Jacques Hagopian, brand manager for Charmin. “The Plush Potties offer a comfortable and luxurious alternative compared to the standard public restroom.”

The “Plush Potties” tour starts in Los Angeles and will travel to Chicago Nov. 6 and Boston Nov. 10, leading up to the grand re-opening of Charmin Restrooms in New York’s Time Square this holiday season.

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Shamrock Farms launches new product line nationally

BY Melissa Valliant

PHOENIX Arizona-based dairy brand Shamrock Farms is releasing a new single-serve “mmmmilk” line throughout select national markets in October. The company’s popularity has been on the rise recently due to its role as the official milk of SUBWAY restaurants, and its various flavored lines have been increasingly appearing in vending machines all over the country.

Shamrock Farms currently produces portable, 12-ounce containers of whole white, whole chocolate and 2 percent reduced fat white, chocolate, strawberry and vanilla. On-the-go Shamrock Farms milk will be available through Kroger and Marsh in Charleston, W.V.; Raleigh-Durham, N.C.; and Roanoke and Richmond, Va.

“We have a strong brand with on-the-go functionality, compelling graphics, and even a sassy spokescow, Roxie,”” said Sandy Kelly, direcot rof marketing for Shamrock Farms Dairy Division. “This product delivers fun flavors and the great taste kids love without compromising the nutrition parents demand. Our single serve milk line has proven to be a real stand-out in the dairy case.”

The company plans on utilizing print, radio and in-store POS advertising to gain national interest in the new line, sampling the product at high-traffic locations and promoting it through sponsored sporting events.

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FDA releases draft of final ruling for food importers

BY Jenna Duncan

ROCKVILLE, Md. The Food and Drug Administration released its final rule and a draft policy guide on compliance for importing food.

The agency said Tuesday that this regulation is part of its efforts to protect the U.S. food supply from contamination, terrorism strikes and other food-borne emergencies.

The final rule follows an previous interim rule in effect since Oct. 2003 which requires that the FDA be alerted as to any and all food products being imported to the United States, the FDA has said. FDA’s new ruling is part of the Public Health Security and Bioterrorism Preparedness and Response Act created in 2002. The new ruling will stay in place through May 6, 2009.

The new ruling requires that new food import submissions to FDA’s Prior Notice System Interface be submitted within 15 calendar days prior to the anticipated date of arrival in the United States, but no more than 30 days before the planned date of arrival submitted to Bureau of Customs and Border Protection’s Automated Broker Interface of the Automated Commercial System. This is a revision of the interim regulation that submissions be received by 5 days prior to arrival.

The submitter must also present, in addition to the name of the manufacturer, either a registration number of the facility associated with the food’s or the complete address of the facility where the food was manufacturer along with a reason why no registration number could be provided.

The FDA is calling for comments on the draft ruling before it becomes finalized.

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