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Kellogg’s launches campaign to celebrate countdown to 2012 Olympic, Paralympic Games

BY Allison Cerra

BATTLE CREEK, Mich. — Kellogg’s has unveiled its "From Great Starts Come Great Things" campaign, which celebrates how U.S. Olympians became the athletes they are today.

As part of the campaign, Kellogg’s created exclusive videos, called "Start Story," of all eight Team Kellogg’s athletes, which detail their individual start stories in recognition that there is no destination without a beginning, the company said. Team Kellogg’s roster of elite athletes includes Michael Landers (table tennis), Dwight Phillips (track and field), Summer Sanders (swimming legend), Rebecca Soni (swimming), Casey Tibbs (Paralympic track and field), Juan Agudelo (soccer), Kerri Walsh (beach volleyball) and Jordyn Wieber (gymnastics).

The videos, which are available for viewing on Kelloggs.com/teamusa, mark the 100-day countdown to the London 2012 Olympic and Paralympic Games.

"It’s inspiring to see how all these great athletes got their start, from two-time Olympic gold medalist Kerri Walsh to U.S. Olympic hopeful and table tennis player Michael Landers," said Doug VanDeVelde, SVP morning foods at Kellogg’s. "These Team Kellogg’s athletes remind all of us that each day is filled with the potential to achieve your goals when you start it off right."

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Snack brand asks ‘What-A-Ya Nuts?!’

BY Allison Cerra

ST. LOUIS — A new line of nut cluster snacks is looking to expand its market reach.

What-A-Ya Nuts?! was launched in the St. Louis market last year by Howie Sher, a fourth-generation former supermarket owner, who sought to create a brand that touted better-for-you snacking alternatives. The line What-A-Ya Nuts?! line features four varieties, including Jalapeño Hysteria, Maple Cinnamon Madness, Cracked Parmesan Pepper and Stark Raving Chocolate, and currently is available at Schnucks, along with other St. Louis-area supermarkets and specialty and convenience shops.

For more information, on the brand, visit Facebook.com/WhatAyaNuts.

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Planters, Men’s Health get snacking

BY Allison Cerra

EAST HANOVER, N.J. — Planters has partnered with a magazine to launch a new snack aimed at men.

Planters and Men’s Health announced the debut of Planters NUT-rition Men’s Health Recommended Mix, a blend of almonds, peanuts and pistachios that contains 6g of protein and six vitamins and minerals per 1-oz. serving. The venture marks the first time Men’s Health has partnered with a snack brand, the magazine’s publisher, Ronan Gardiner, said.

"Men are grocery shopping more, and they want a healthy snack that they can feel confident putting in their cart," Planters senior brand manager Scott Marcus said. "Our research shows that what men love about nuts is they see them as both healthy and manly. So, our nutritionists and developers teamed up with Men’s Health magazine, a trusted and respected authority on nutrition and manliness, to create what we think is an ideal, nutritious snack."

To support the launch of Planters NUT-rition Men’s Health Recommended Mix, Planters has tapped its mascot, Mr. Peanut, along with Alejandro the Almond and a new pistachio character, to underscore the snack is the "manliest mix they’ve ever assembled." The new campaign, which launched this week, includes a new commercial, as well as print, digital and social media creative, including integration into Men’s Health mobile applications.

Planters NUT-rition Men’s Health Recommended Mix now is available nationwide at most grocery, mass and drug store chains in cans and six-count multipacks, along with in on-the-go packs in convenience stores.

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