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Dannon looks to fatten sales by expanding light offerings

BY Tara Smith

WHITE PLAINS, N.Y. Dannon today announced two new entries to its light offerings that will hit stores this month: Light & Fit 0% Plus and DanActive Light.

The new products are the latest effort toward the company’s strategy of providing consumers yogurt with benefits beyond basic nutrition. Such previous efforts include probiotic yogurts Activia, DanActive and Dannon Activia Light.

“Consumers often have to sacrifice taste when eating light products,” said Andreas Ostermayr, chief marketing officer, Dannon. “Our objective was to create a great tasting light yogurt that doesn’t taste light.”

Light & Fit 0 percent Plus is the most recent addition to the fruit-enhanced Light & Fit line. The seven-SKU Light & Fit 0% Plus line contains 60 calories per 4-ounce cup and retails between $2.59 and $4.69 for four- and eight-packs. Light & Fit 0% Plus ads launching next month will focus on “making every calorie count and adding nutrients into diets, rather than simply reducing calories,” said Ostermayr.

DanActive Light, a new version of DanActive, has fewer than half the calories.

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Philip Morris to test market smokeless tobacco product in Indianapolis

BY Tara Smith

NEW YORK Altria Group’s Philip Morris USA said Thursday that it will introduce Marlboro Snus, a tobacco pouch product, into an additional test market in the Indianapolis area in March.

The cigarette maker said Marlboro Snus are designed for adult smokers who are interested in smokeless tobacco alternatives to cigarettes. The company said it was pleased with the initial reaction in the Dallas/Fort Worth test market by adult consumers, wholesalers and retailers.

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Nestle promotes $1 million ‘American Idol’ game

BY Tara Smith

GLENDALE, Calif. Nestle is running an on-pack promotion and game tied to the upcoming seventh season of American Idol, which premieres Jan. 15, that offers consumers a chance to win $1 million.

People compete for the top prize by correctly identifying the singers who get cut from the competition and the person who becomes the next American Idol. In addition to the $1 million prize, 13 cash prizes also will be awarded ranging from $10,000 to $50,000 by playing the game each Thursday after a contestant has been eliminated from the show.

More than 100 million specially marked packages of Nestle Crunch Crisp, Baby Ruth, Butterfinger, Nestle Crunch and 100 Grand candy cards will carry game codes for the “Idol Elimination” bracket game. Players can enter the codes online from Feb. 14—when the final 24 contestants are revealed—to Feb. 19 at www.americanidol.com. There they can create a game bracket to guess who will be eliminated each week through the season. Players with the correct answers could win $1 million. Players use the same entry code to fill out a new bracket and choose the singers they think will continue on for the remainder of the elimination rounds. Game codes will be available on single and king-sized candy bars, in eight-packs, and Fun Size bags, according to the company.

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