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BelVita boosts breakfast line with new flavors

BY Allison Cerra

EAST HANOVER, N.J. — Kraft Foods has added new flavors to a breakfast line marketed under its BelVita brand.

BelVita breakfast biscuits now are available chocolate and cinnamon brown sugar varieties. The current lineup includes blueberry, golden oat and apple cinnamon varieties.

"Research shows that Americans struggle to find the time to eat a nutritious breakfast. They are looking for easy ways to fit this important meal into their hectic mornings," Kraft Foods brand manager Pamela Goldberg said. "We are thrilled to introduce chocolate and cinnamon brown sugar BelVita breakfast flavors into the morning routine just as families are getting ready for the busy back-to-school season."

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iSatori expands meal replacement bar line

BY Allison Cerra

GOLDEN, Colo. — iSatori’s Eat-Smart bar line now includes a new flavor.

The frosted cinnamon caramel crunch Eat-Smart bar is gluten-free whey protein meal-replacement bar that contains 27 g of protein.

For more information about the line, visit iSatori’s website. Retailers interested in carrying Eat-Smart bars should contact Europa Sports at 1-800-447-4795, or visit EuropaSports.com.

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Rite Aid to roll out Load2Card for +UPs in loyalty program

BY Alaric DeArment

CAMP HILL, Pa. — Members of Rite Aid’s loyalty card program will have special reward points added to their cards automatically starting next month, the retail pharmacy chain said Thursday.

Beginning Sept. 2, Wellness+ members will have +UPs loaded to their cards automatically. +UPs are special rewards earned when certain items or groups of items are purchased and can be used like cash toward future purchases. Rite Aid COO Ken Martindale said the national rollout of the Load2Card feature for +UPs would follow a seven-month pilot in four cities.

"The direct download of +UPs to Wellness+ cards is just the latest example of how we are constantly seeking innovative ways to make sure our award-winning Wellness+ program continues to deliver the best value and convenience to our most loyal customers," Martindale said. "Since the beginning, Wellness+ has differentiated itself from other loyalty programs because it uniquely combines health-and-wellness rewards with shopping discounts. We’re committed to not only setting but raising the bar when it comes to building customer loyalty."

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