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Poll: 2-in-5 time-strapped Americans look for breakfast on the go

BY Michael Johnsen

LOS ANGELES — In a national consumer poll of 10,000 U.S. consumers on their breakfast eating and food-buying preferences released by Instantly Tuesday, data indicates that time is a big factor in making decisions about what to eat for the first meal of the day. According to the study, when time is a constraint, Americans are likely to get something on the go (43%) or skip the meal all together (21%). When eating on the go, 63% of respondents might grab something from home, 45% would go to a drive-thru restaurant and 31% might stop at a convenience store or gas station. 
 
“In the U.S., with longer work days that break out of the 9-to-5 model, timing and convenience has become a deciding factor in what many Americans eat in the morning,” state Andy Jolls, chief marketing officer at Instantly. “But that doesn’t mean demand for breakfast foods is low. If companies can provide breakfast in a format that accommodates busy schedules while appealing to taste and nutrition, they could see significant incremental growth.”
 
The study, polled in June 2015, explores issues around convenience, fast food and time constraints for what’s traditionally considered the most important meal of the day. Results reveal more than half of Americans do not consistently eat breakfast every day of the week, with 12% rarely eating breakfast at all. For those who rarely have breakfast, lack of time is the second most-selected reason for not doing so, next to not having an appetite in the morning.
 
When time isn’t a factor, Americans say taste and health benefits are the most important deciding factors in breakfast foods, while portion size and cost are considered the least important factors in deciding on what to eat. 

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Mondelez International inks U.S. Open sponsorship

BY David Salazar

EAST HANOVER, N.J. — Mondelez International announced Tuesday that it had announced a sponsorship through which Oreo cookies and belVita breakfast biscuits would be Official Promotional Partners of the U.S. Open. The sponsorship, for Mondelez, is an opportunity to leverage their brands across several demographics at once. 
 
"We're so excited to partner with the US Open, which is that rare event with strong appeal among our core targets of moms, millennials and multi-cultural consumers collectively," said Stephen Chriss, senior director, North America consumer engagement and marketing services at Mondelez International.
 
The agreement grants promotional rights in advertising, stadiums, stores and digital media, and it will serve as an opportunity for Mondelez to market Oreo Things, a crisp version of the classic cookie. Mondelez is also planning on producing engaging experiences and relevant content during matches, with digital and social media a priority. 
 
“Our brands engage consumers where they are, and increasingly that means on digital and social media as well as through TV," Chriss said. "Our promotional partnership with a world class event like the US Open that drives massive conversation online will enable brands such as OREO and belVita to create captivating content that's relevant to consumers in the moment."

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Farmer’s Choice Food Brands launches organic fruit snacks

BY Lesley Thulin

ALLENDALE, N.J. — New Jersey-based Farmer's Choice Food Brands on Monday announced the launch of Go Organically Fruit Snacks.

The USDA-certified organic snacks are made of real fruit purees and juices, and are available in three varieties: Fruit Medley, which features strawberry, orange, apple, peach and cherry flavors; Mixed Berry, which consists of fresh-off-the-vine strawberry, raspberry, blueberry and blackberry; and Tropical Bursts, which contain sun-ripened mango, kiwi-strawberry, pineapple, pink grapefruit and mandarin orange.

"While a growing number of organic and natural products are hitting the market, frankly, many of them have lost focus on what consumers want most — taste,” Josh Shapiro, VP of marketing for Farmer's Choice and Promotion In Motion, said. “We set out to make an organic product with real fruit purees and fruit juices that tastes great. Go Organically Fruit Snacks offer an authentically fresh and delicious taste experience that moms and dads can feel good about bringing home.”

Go Organically Fruit Snacks include 100% of the daily recommended value of Vitamin C and are GMO-free, gluten-free and preservative-free, the company said. They contain natural flavors and colors from natural sources.  

Go Organically Fruit Snacks are initially being offered in eight-count boxes with a suggested retail price of $3.99.

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