Posted by Dale Buss on November 6, 2013 05:42 PM
Kraft's Macaroni & Cheese long ago was identified by critics as a paragon of junk food wrapped in the guise of a comfort food. Sure, it was the favorite, filling and inexpensive lunch of many Americans—but it was rife with fat, sodium and artificial dyes.
Well, now Kraft can feel a bit better about its iconic mac-and-cheese offerings for at least a couple of reasons, one of its own doing and the other an outside endorsement. And considering both of them, Kraft now is sitting closer to the edge of a new dynamic in the CPG business in which brands let "natural" products speak for themselves.
Turns out that Kraft Mac & Cheese, apple slices and Nestle bottled water, a combination offered by Arby's, was deemed the healthiest lunch for kids by researchers in an update of a Yale study of childhood obesity. There's some confusion, MarketingDaily said, about whether such a combination actually is offered at any Arby's. But in any event, Mac & Cheese came out looking pretty good. (The worst combination meal, meanwhile, was a McDouble with french fries and Hi-C Orange Lavaburst from McDonald's.)Continue reading...
brands under fire
Posted by Dale Buss on July 17, 2013 05:49 PM
Chobani yogurt, one of the country's fastest-growing CPG brands, is the latest to come under scrutiny from an activist group over its use of GMOs.
GMO Inside, an organization led by environmental group Green America, is calling on the Greek-yogurt segment leader to stop marketing its products as "real" and "natural" until it stops using milk from cows that are fed genetically-modified feed. The move represents one of the first attempts by US GMO activists to target dairy brands in addition to the cereal, bakery and grocery brands that have previously come under fire.
"So much of the GMO crops are going to animal feeds, so if we could change the way this is happening it could help to convert a lot of cropland back to non-GMO production," Elizabeth O'Connell, campaign director for the GMO Inside NGO, told Advertising Age.Continue reading...
let's make a deal
Posted by Dale Buss on July 9, 2012 05:08 PM
Apparently tired of just prodding its unresponsive soup business into a turnaround, Campbell Soup made a big diversification move Monday by agreeing to acquire Bolthouse Farms for $1.55 billion. Bolthouse began in 1915 as a big carrot farm run by William Bolthouse near Bakersfield, Calif., and has scored a number of successes over the last few years in the better-for-you food, beverage and snack space — not to mention trying to put baby carrots top of mind.
By purchasing the Bolthouse brand from a private equity firm, Madison Dearborn Partners, Campbell gains a premium beverage business to complement its growing portfolio of V8 beverages as well as a fresh-carrot business that Campbell believes could be a healthy-snacking opportunity.
In addition to its implications for Campbell, the move also represents a further homogenization of America's biggest consumer-packaged-goods conglomerates, making Campbell look a little more like Kraft, PepsiCo and Coca-Cola as they all diversify strategically into more better-for-you categories.Continue reading...
Posted by Sheila Shayon on May 23, 2011 12:00 PM
PepsiCo has fired another green shot over the bow in the ongoing cola wars with competitor Coca-Cola. The company is releasing five varieties of recyclable and compostable cups in the US, following up on its March announcement of the world's first plant-based bottle.
Coca-Cola, meanwhile, is promoting its PlantBottle eco-friendly packaging, while its recent introduction of recyclable display racks.Continue reading...
Posted by Abe Sauer on March 3, 2011 10:00 AM
It's a well-known saying that when you're given lemons, make lemonade. A less well-known saying: when you're given a celebrity train wreck, make viral marketing.
That's the thinking of L.A. Beverage Group, in a million dollar offer for the recently disgraced and never hotter or more in demand Carlos Irwin Estevez, better known to America as "Charlie Sheen."
But Sheen's recordbreaking arrival on Twitter suggests the actor has other endorsement ideas in mind.Continue reading...
social media watch
Posted by Shirley Brady on March 1, 2011 07:15 PM
Watching Charlie Sheen join Twitter today — at the rate of 500 followers added per second, by one estimate — has been a fascinating demonstration of personal branding in the age of social media.
His first tweet included two made-up hashtags (#winning and #chooseyourvice), a twitpic showing two beverage brands to make a visual pun.
Girlfriend/porn star Bree Olson holds a Naked Juice while Sheen holds a childlike innocent drink (chocolate milk) from a family-run California dairy that's so teeny it doesn't appear to have a website: Broguiere's Farm Fresh Dairy, whose beverages are beloved by gourmands and earned Sheen praise from those in the know.
His first bio description, "Unemployed Winner," riffs on his "Winning" mantra about his self-described rockstar lifestyle and choices. The first batch of people that he's following includes Howard Stern and CNN's Piers Morgan, both of whom interviewed him this week; live-in "goddess" Olson; and actress Alyssa Milano.
As he prepares to respond on Twitter tonight to a 20/20 special on ABC, round one goes to ... @charliesheen.
Posted by Shirley Brady on March 1, 2011 06:00 PM
Charlie Sheen attracts 500 new followers per second as he gets ready to bring the crazy to Twitter. Update: he tweeted! And uploaded a twitpic in his first tweet, no less. No word on how Naked Juice and Broguiere's Farm Fresh Dairy chocolate milk feel about being Sheen's "choose your vice" stand-ins.
In other celebranding news:
Bono swoops in to address Spider-Man on Broadway woes.
Bristol Palin is writing a book.
Christina Hendricks pitches Vivienne Westwood.
Emma Watson used as lure for Facebook "clickjacking" scam.Continue reading...