HEALTH

eDiets announces alli-partnered meal delivery available

BY Michael Johnsen

FORT LAUDERDALE, Fla. eDiets.com on Wednesday announced the immediate availability of its fresh meal delivery program specially designed to coordinate with GlaxoSmithKline’s alli product for weight loss.

“eDiets does all of the calorie counting, thinking and planning for the alli program, so users don’t need to,” stated Pamela Ofstein, director of nutrition services for eDiets.

eDiets fresh meal delivery plans are available in 5 or 7 day plans for $15.95 a day plus shipping.

The launch follows last week’s announcement of the relationship with GlaxoSmithKline Consumer Healthcare, the company stated

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NMI, Nielsen to provide CPG manufacturers with in-depth LOHAS marketing info

BY Michael Johnsen

PHILADELPHIA The Natural Marketing Institute and the Nielsen Company on Tuesday announced an agreement to provide in-depth insights into NMI’s Lifestyles Of Health And Sustainability consumer segmentation model and expertise, providing consumer packaged goods manufacturers and retailers with a better understanding of the $209 billion LOHAS market and the ability to make smarter “eco-decisions” about product development, positioning, pricing, communication and distribution to meet LOHAS consumers’ needs.

Nielsen will incorporate NMI’s proprietary segmentation model into its Homescan Consumer Panel and Spectra BehaviorScape Framework, enabling NMI and Nielsen to quantify LOHAS consumers’ attitudes, psychographics and behavioral patterns into their actual purchase behavior.

“Together, NMI and Nielsen offer an unparalleled level of ongoing insight into the LOHAS marketplace that no other company is able to provide,” stated Patti Marshman-Goldblatt, senior vice president at NMI. “For manufacturers and retailers, a key benefit of this relationship is the prospect of attaining and tracking greater ROI by identifying and targeting shoppers across the whole spectrum of LOHAS consumers and their varying degrees of eco-engagement.”

“Our collaboration provides CPG manufacturers and retailers with actionable insights, enabling them to intimately understand the LOHAS consumer, including where they live, where they shop and what they buy,” stated Tim Kregor, segmentation and targeting product leader of Nielsen Consumer Panel Services. “By working together, we can help companies develop meaningful eco-consumer strategies.”

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Crest to market Whitestrips with tartar control to female demographic

BY Diana Alickaj

WASHINGTON Crest has offered another feature to appeal to female consumers of its Crest Whitestrips Daily product. The new product is called Crest Whitestrips Daily Whitening plus Tartar Protection, which includes the ingredient sodium acid pyrophosphate that protects teeth from tartar buildup.

The idea behind the extension of the Whitening brand was to increase its status into a brand for overall health rather than a brand based solely on vanity. Their target consumers are females that have not given in to the whitening craze yet, but its tartar protection is sure to give the female demographic a boost in the store aisles. According to Mariana Sanchez, executive vice president and global equity director for Crest business, Saatchi & Saatchi, New York, the target consumer is “interested in whitening her teeth, but it is not her main priority when it comes to oral care. We know she wants more.”

The new Crest product will also be featured in two TV spots and a print ad in April, highlighting the idea that the female consumer will not just be whitening her teeth by using the product, but also helping her teeth as well.

Crest Whitestrips dominates the at-home whitening category and according to published reports, Crest Whitestrips held the top spot with sales of $63.2 million. The Crest Whitestrips Daily Whitening Plus Tartar Protection will be the seventh SKU for the Whitestrips line, and is said to retail at $39.99 for 38 doses.

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