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Dr Pepper (temporarily) trades corn syrup for sugar

BY Allison Cerra

NEW YORK Dr Pepper is temporarily changing its formula, but not its taste.

The Dr Pepper Snapple Group announced it would substitute high fructose corn syrup in its iconic Dr Pepper soft drink with sugar in honor of the beverage’s 125th anniversary.

Cans of Dr Pepper also will feature throwback designs as a nod to the soda’s beginnings.

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Latinum Network seeks to aid brands in infiltrating Hispanic market

BY Allison Cerra

NEW YORK Latinum Network recently hosted a meeting to uncover standardized methodologies to assess overall performance and metrics in the U.S. Hispanic market.

With the Hispanic population becoming a major consumer force, brand marketers’ need for comprehensive consumption and media measurement on this segment is essential, Latinum said. The business network recently brought together media experts from SymphonyIRI, Millward Brown, Integration-IMC, Bromley Communications, Lotame and Univision, along with marketing executives from 24 brands, including 7-Eleven, Clorox, DirectTV, Kraft Foods, PepsiCo and Subway Restaurants, to assess ways to make their presence in the Hispanic market strong.

According to David Wellisch, principal at Latinum Network, “A total market approach will ensure that you’re investing each dollar where the return is highest, yet without sales tracking and comprehensive panel data, understanding the interactions and spillovers between the general market and the Hispanic market becomes very difficult.”

Said SymphonyIRI SVP Lance Goodridge, “We are looking forward to working with Latinum to address these concerns in new ways – including options like increasing the size of our U.S. Hispanic panel.”

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Rite Aid launches private-label brand

BY Michael Johnsen

CAMP HILL, Pa. Rite Aid on Wednesday launched its new private label, called Simplify, as part of the company’s plan to revamp its entire private-brand program with a new look, new brands and additional offerings to meet the needs of today’s value-driven consumer.

Simplify products in stores now include two-ply paper towels, one- and two-ply bath tissue, strawberry- and berry-flavored drinks, and bottled water. Additional household items, food storage bags and trash bags, soda and snack foods are scheduled to be added to the Simplify line later this year.

“Customers continue to look for the best price for the items they need, and that’s exactly what they are getting with Simplify, our first-ever value line,” stated Kathy Horton, senior drector of Rite Aid brands. “Our new price fighter private brand offers customers quality products at prices they’ll love.”

Shoppers can watch short informational videos about Simplify paper towels and bath tissue on Rite Aid’s Video Values online savings program site at RiteAid.com. Videos on the site can be viewed by brand, category or manufacturer. Customers also receive a $5 Rite Aid bonus coupon when they earn 20 video credits.

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