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J. M. Smucker promotes David Lemmon

BY Allison Cerra

ORRVILLE, Ohio — J. M. Smucker has promoted one of its corporate officers.

The company said David Lemmon now would serve as VP and managing director of the company’s Canada operations. Lemmon, who has been with the J. M. Smucker for 17 years, "has been instrumental in successfully implementing the company’s growth strategy in Canada and helping the company achieve a leading market share position in several Canadian food and beverage categories," J. M. Smucker said.

Lemmon’s promotion is effective May 1.

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Jamba plans to roll out all-natural energy drinks nationwide

BY Allison Cerra

EMERYVILLE, Calif. — Jamba is looking to expand the distribution of its all-natural energy drinks line beyond the Northeast market.

Jamba said it is finalizing an agreement with Nestlé to acquire the product formulation and intellectual property for the Jamba all-natural energy drink.

Nestlé and Jamba partnered in late 2007 to launch Jamba Juice products in retail outlets. The two companies recently collaborated to launch three Jamba all-natural energy drinks — strawberry banana, crisp apple and pomegranate blueberry — in the Northeast last year.

“The Nestlé team has done an excellent job in creating excitement and acceptance for the all-natural energy drink line. We will build on that strength and apply innovative approaches to the new growth phase ahead,” Jamba chairman, president and CEO James White said. “A couple of significant retailers with national presence plan to carry the Jamba all-natural energy drink this year and we plan to continue this growth.”

The deal is expected to close in late June. Terms of the transaction were not disclosed.

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Birds Eye promotes Birds Eye Viola! through digital media efforts

BY Allison Cerra

PARSIPPANY, N.J. — Birds Eye is showing off its skillet meals line through several social coupon-sharing and crowd sourcing initiatives.

Birds Eye Viola! is a line of 17 complete skillet meals that can be ready in minutes and delivers the quality and freshness of Birds Eye vegetables paired with nutritious and delicious proteins and starches, the company said. In an effort to encourage consumers to try the Birds Eye Viola! items, the brand has launched the following initiatives to inspire and reward fans:

  • Try It, You’ll Like It: To inspire fans to try a new Birds Eye Voila! variety, Birds Eye Voila! created an online feature that allows consumers to invite their friends to join Birds Eye and discover a world of delicious meals, deals and coupons. Once Birds Eye Voila! reaches a goal of 25,000 community members on its website, each fan will receive a coupon for $1.50 off their next purchase of a Birds Eye Voila! complete skillet meal;

  • Here’s One, Share One: Fans can become a member of the Birds Eye Voila! community by visiting Birdseyevoila.com and clicking on the "Try It, You’ll Like It" button. Members exclusively will receive a $1 coupon for being a Birds Eye Voila! fan, or receive a $2 coupon for inviting three friends to join the Birds Eye Voila! community via email;

  • Digital badges: Community members have a chance to receive unique badges by spreading the word about Birds Eye Voila Sharing or rating a product, commenting on a product, or building a shopping list are just a few of the activities will help consumers earn digital badges, which lead to rewards and coupons;

  • Twitter prizes: Twitter followers can earn tweet-related points and badges by retweeting a @BirdsEye tweet, using hashtag #BirdsEyeVoila, or tweeting supportive messages about @BirdsEye from the website. Followers who earn a designated number of tweet-related points will be awarded an array of Twitter skillet badges from bronze to platinum.

"Digital media is an extremely relevant and efficient medium to reach our consumers, because it’s where our consumers spend their time to shop and interact with brands," Birds Eye Voila! senior brand manager Kristen Thompson said. "We’ve learned that when people try Birds Eye Voila!, they really do like it and they want to talk about it with friends and family; we are leveraging the power of word-of-mouth through activations that elevate and celebrate our consumers’ advocacy."

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