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R.A.B. Food Group adopts monicker ‘The Manischewitz Company’

BY Jenna Duncan

R.A.B. Food Group Monday announced that it would change its name to The Manischewitz Company. The company has come under new ownership and recently spent millions of dollars in upgrading a capital investment program as well as making upgrades to its production facility in Newark.

“We are excited about the name change, as it signals our move forward as a new organization, yet it reinforces our heritage and core strength in Kosher and the power of the iconic Manischewitz brand,” said company president and chief executive officer, Bruce Bossidy.

The company modernization project was led by The Manishewitz Company’s new vice president of operations, Randall Copeland. “We are very excited about the new team at our Newark facility led by [Copeland],” Bossidy said. “This change combined with our investment in the plant infrastructure is yet another testimony of our relentless efforts to continuously improve our quality, efficiencies and service to our customers.”

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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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