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Kellogg’s, Fox team up to send fans to ‘American Idol’

BY Jenna Duncan

BATTLE CREEK, Mich. Kellogg’s Pop Tarts and Fox are teaming up to send fans to the taping of the next “American Idol” showdown, according to reports.

This promotion, in addition to being an opportunity for fans to buy pre-sale tickets to upcoming Idol concerts, is part of Pop Tarts’ “American Idol” sponsorship deal, marking this the seventh year Pop Tarts has been the presenting sponsor.

Beginning May 13, Pop Tarts will release passwords to fans who log onto PopTarts.com. Fans may then purchase 2008 American Idols Live! Tour pre-sale tickets starting May 14 by using that password. Up to eight tickets per household for any concert date will be released.

The top 10 contestants from season 7 of “American Idol” will be featured on the Pop-Tarts Presents American Idols Live! Tour. The opening show will be July 1 in Glendale, Ariz. The final stop is Tulsa, Okla., Sept. 13.

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PowerAde pushes zero-calorie sports drink, challenges Gatorade

BY Jenna Duncan

NEW YORK PowerAde, the sports drink produced by Coca-Cola, is boosting its sports beverage line by challenging competitor Gatorade with a lower-calorie product.

Earlier this month, Gatorade launched G2, a sports drink with fewer calories than original Gatorade. To challenge Gatorade, and in keeping in line with Coke’s other zero-calorie beverages—Coke Zero and Sprite Zero—PowerAde has launched PowerAde Zero with a print ad campaign starring tennis player Venus Williams next week. PowerAde Zero has no calories, versus G2’s 25 calories per bottle.

“PowerAde offers carbohydrates for those with intense workouts,” says Matt Kahn, vice president of marketing. “But there’s a whole group of calorie-conscious gym-goers. This is the first major brand to give hydration and electrolytes with zero calories.”

PowerAde said that the launch of PowerAde Zero is an attempt to stimulate growth in its segment. Its new Zero variety is available in strawberry, grape and mixed berry and is flavored with artificial sweeteners acesulfame potassium and sucralose.

G2 has only been on the market four months, but it has already claimed 8 percent of sports-drink sales. PowerAde hopes Zero will soak up a large portion of the segment.

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Nestea announces new packaging, products

BY Jenna Duncan

ATLANTA Nestea has given its line of iced tea products a new look and its green tea citrus and diet green tea citrus teas now have the power of 50 percent more antioxidants than before, the company said yesterday,

To stay competitive in the growing ready-to-drink tea segment, Nestea revamped its green tea citrus and diet green tea citrus teas to now contain 96 milligrams of flavonoid antioxidants per eight ounces.

Independent research, the company said, shows that the RTD tea category was up in sales by 24 percent last year, and green tea sales, specifically, provided two-thirds of that category’s growth.

Nestea said the growth in retail sales, plus increased consumer education about the health benefits of tea, were the reasons for its recent launch.

“With over 50 years of brand equity and consumer trust, our products blend the natural goodness of tea with natural fruit flavors to offer consumers a refreshing experience to immediately revitalize their day,” Coca-Cola North America’s senior vice president/general manager of coffee and tea, Penny McIntyre, said. “We have reinvigorated the brand with a new look and new green tea formulations—with superior taste and more antioxidants to appeal to consumers seeking a delicious green tea.”

The newly packaged Nestea flavors are available nationwide at convenience stores, drug stores, retailers and supermarkets.

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