Keurig partners with Kraft coffee brands
WATERBURG, Vt. — Kraft and Keurig Green Mountain recently announced a partnership that will result in Maxwell House, Yuban, McCafé and Yuban coffee brands being available to owners of Keurig coffee makers.
“At Kraft, we have made significant strides in rejuvenating our coffee business across all segments — including mainstream, premium and on-demand — by focusing on driving profitable growth for our brands and our customers,” Dino Bianco, Kraft’s EVP and President, beverages, said. “This agreement offers the opportunity for expanded distribution across multiple channels, and is another example of our focus on long-term growth in action.”
The partnership will launch in the fall and make Kraft’s brands available in various packaging varieties compatible with Keurig brewing systems. In addition to single-serve K-Cups, the coffee will also be sold in K-Carafes, which brew up to four cups of coffee, and packs that can brew a half gallon of coffee with Keurig’s Bolt coffee maker.
Kraft joins the group of about 50 brands whose products Keurig’s machines can make.
Pur brand intros quirky character for new campaign
SOUTHBOROUGH, Mass. — Pur Water Filtration is rolling out a new marketing campaign, the first for the brand since 2008. Taking the lead will be an eccentric character named Arthur Tweedie, who will create awareness and educate audiences about the product's filtration technology.
The company will utilize YouTube-style television spots that pit Pur products against competitors in the category. The campaign's fictional Tweedie will serve as a catalyst, urging consumers to question the quality of their drinking water.
"We wanted to make a bold statement about Pur as a category leader and expert in the removal of drinking water contaminants," said Brian Carboni, marketing director at Kaz. "We think our new creative will grab people's attention and educate them, through the lens of comedy, about the benefits of superior water filtration."
In addition to the television spots, Pur is utilizing social media platforms Twitter (@ArthurTweedie) and Tumblr (ArthurTweedie.com) to help being Mr. Tweedie to consumers. Pur brand is marketed by the Kaz division of Helen of Troy Limited, a global consumer products company.
Roche to acquire InterMune for $8.3 billion
BASEL, Switzerland — Biotech company Roche will be acquiring research and pharmaceutical company InterMune for $8.3 billion, it announced over the weekend. In the acquisition, Roche will be paying $74 per share of InterMune, which is a 36% premium over the company’s Aug. 22 closing price.
Roche plans to make an offer on the company by Aug. 29, at which point InterMune’s board will recommend that shareholders transfer their shares in the company to Roche.
With the acquisition, Roche is hoping to expand its development and research of treatment for lung diseases. InterMiune’s idiopathic pulmonary fibrosis treatment, Pirfenidone, received designation as a breakthrough therapy from the Food and Drug Administration in July, and a final approval or rejection will be given in November.
“We are very pleased that we reached this agreement with InterMune. Our offer provides significant value to InterMune’s shareholders and this acquisition will complement Roche’s strengths in pulmonary therapy,” Roche CEO Severin Schwan said. “We look forward to welcoming InterMune employees into the Roche Group and to making a difference for patients with idiopathic pulmonary fibrosis, a devastating disease.”
After the acquisition takes place, InterMune employees will be transitioned to Roche’s organization, in anticipation of the launch of Pirfenidone.
“This merger recognizes the significant value created by our team’s commitment, hard work and execution for more than a decade to develop and commercialize treatment options for IPF patients and their families,” InterMune President Dan Welch said. “Roche shares our passion and commitment to the IPF community and to ensuring that pirfenidone is available as quickly as possible to patients in the United States, pending FDA approval. Roche’s global resources and scale will not only facilitate and accelerate our ability to deliver pirfenidone to more patients around the world, but also to realize our joint vision to bring additional innovative therapies to patients with respiratory diseases.”