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Quaker Oats encourages healthy breakfasts with new products and campaign

BY Melissa Valliant

CHICAGO One of America’s most popular cereal companies is tackling the challenge of reshaping Americans’ breakfast choices. In an effort to instigate healthier eating habits, Quaker Oats, a division of PepsiCo, is introducing two new hot cereal lines, as well as an improved version of its instant oatmeal, and is launching a nationwide marketing and advertising campaign with help from health and fitness expert Bob Harper.

Available nationwide this week, Quaker Hearty Medleys Instant Multigrain hot cereal and Mix-Up Creations cereal target adults and kids, respectively. Hearty Medleys contains oats, wheat, barley and rye for a heart-healthy source of fiber, and is loaded with real nuts and fruits. Mix-Up Creations puts breakfast into kids’ hands with half-pouch servings that give kids the ability to mix five oatmeal flavors into their own combinations.

Also available nationwide this week is Quaker’s improved instant oatmeal, which now has larger whole-grain oats, all-natural flavors and 25% less sugar.

On Sept. 1, Quaker is asking the country to rethink the question “Does your breakfast make you amazing?” with a nationwide marketing and advertising campaign that will appear on national television, and in print, digital, social media and promotional offerings.

“We all inherently know breakfast is the most important meal of the day, and in fact nearly two-thirds of Americans say they feel satisfied after eating it — but still only about half of Americans eat breakfast every day,” said Jaya Kumar, president of Quaker Oats. “We see a universal need for education and motivation to help Americans make breakfast a daily, healthy habit.”

To support the new products, Quaker has joined forces with Toronto-based ad agency Juniper Park and Bob Harper, fitness trainer and co-host of NBC’s “The Biggest Loser,” to launch the “Amazing Mornings” marketing campaign. Through Facebook, traditional publicity and motivational outreach to consumers, Harper will encourage healthy eating habits and promote beneficial changes in consumers’ daily morning regimens.

“With Bob’s ability to motivate and encourage positive change in people, we have an ambassador who will connect with Americans to help reset their daily morning routines in a more positive way,” said Kirsten Lynch, Quaker’s chief marketing officer.

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Hostess launches new line of muffins

BY Alaric DeArment

IRVING, Texas Hostess is launching a brand of muffins to coincide with the back-to-school season, the baked goods manufacturer said Monday.

The company said the baked whole-grain muffins would provide fiber and 150 calories per serving, and will be available in blueberry, banana-nut and chocolate chip varieties.

“Hostess has been producing delicious baked goods for generations,” Hostess Brands VP snack marketing Mike Touhey stated. “As consumers continue to look for convenient breakfast and snack options to start their days off right — especially families stretched for time as they start the new school year — Hostess’ new line of muffins delivers the great taste and convenience that consumers expect from Hostess with additional nutritional benefits.”

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Nestle wins Innovation Award

BY Alaric DeArment

GREENWICH, Conn. An environmentally friendly water bottle made by Nestle has won an award in Connecticut, the international food conglomerate said Monday.

Nestle Waters North America announced that it received the 2010 Gold Connecticut Quality Improvement Award’s Innovation Prize for its Eco-Shape half-liter bottle. The bottle uses 25% less PET plastic than the earlier Eco-Shape bottle, and the company called it among the most environmentally responsible packaged drink choices on the market.

The CQIA is the oldest state-level quality award that uses the criteria of the federal government’s National Institute of Standards and Technology’s Malcolm Balridge National Quality Award for Performance Excellence, named for the Reagan-era commerce secretary.

“Winning the CQIA prize is a testament to Nestle Waters’ leadership in innovation,” Nestle Waters director of health and environmental affairs Kevin Mathews stated. “As a company that depends on natural resources, sustainability is an integral part of our values and business, and we understand that reducing the amount of plastic in our bottles — or ‘lightweighting’ — is the best thing a beverage company can do to reduce its environmental impact.”

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