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Activate enhances portfolio

BY Allison Cerra

LOS ANGELES — Activate has reformulated its full line of beverages to feature naturally enhanced flavors that include electrolytes and a blend of vitamins A, B5, B12, C and E, along with other functional ingredients.

The lineup includes Activate Balance for overall health and maintenance support; Activate Defend for a healthy boost of immunity; Activate Rebound with rehydration support; Activate Beauty for overall health and skin cell support; Activate Defy with support against free radicals for healthier cells and Activate Charged with renewed energy. New formulas and packaging already have hit store shelves, the company said.

“Along with the reformulation, Activate has refreshed our packaging in order to better communicate the brand’s unique positioning, cap function and enhanced formulas, while establishing a differentiated and ownable look,” Activate VP marketing Jesse Merrill said.

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Peet’s Coffee & Tea introduces Baridi iced coffee blend

BY Allison Cerra

EMERYVILLE, Calif. — Peet’s Coffee & Tea has launched a new iced coffee blend.

Baridi (meaning “cold” in Swahili) blends together Peet’s selected premium East African coffees to provide coffee enthusiasts with a refreshing yet bold beverage.

Baridi iced coffee blend is available for a limited time in 12-oz. bags in grocery stores nationwide with a suggested retail price range from $9.99 to $11.99.

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Name of Kraft Foods’ global snacks biz OKed by shareholders

BY Allison Cerra

NORTHFIELD, Ill. — More than 90% of Kraft Foods shareholders (who cast a vote) gave the company the green light to change its name to Mondelez International.

Kraft Foods said the name change of its global snacks business will become effective at the time of the planned spinoff of the company’s North American grocery business. As previously announced, Kraft Foods is dividing to create two industry-leading public companies: a high-growth global snacks business (Mondelez International) and a high-margin North American grocery business (Kraft Foods Group). The company also has reserved the symbol MDLZ for the company’s common stock, which will trade under this new symbol after the spinoff.

"Mondelez has an appealing international sound that perfectly evokes the idea of a ‘delicious world.’ That’s the essence of our global snacks company," Kraft Foods chairman and CEO Irene Rosenfeld said, who reinforced that Mondelez International will become the new name of the corporation, not a consumer brand. Mondelez will serve as an umbrella for the company’s many iconic product brands, including Cadbury, Jacobs, LU, Milka, Nabisco, Oreo, Tang and Trident.

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