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Kraft, Medisyn expand collaborative partnership

BY Allison Cerra

NORTHFIELD, Ill. A food giant has expanded its collaboration with a novel pharmaceutical company to discover ingredients that could benefit product quality, performance, food safety and health and wellness.

Kraft Foods said Tuesday that its expanded partnership with Medisyn may aid its ability to meet the latest consumer needs and market opportunities. The new agreement comes less than two years after the companies’ collaboration was first announced and expands the scope from opportunities in health and wellness to those in food quality, food safety and product performance. Medisyn has been engaged in a research and licensing collaboration with Kraft Foods since December 2008 to discover effective bioactive ingredients suitable for use in food.

“At Kraft Foods, open innovation means being innovative about how we innovate,” said Todd Abraham, SVP research, development and quality at Kraft Foods. “We’re increasingly looking outside our own walls, and we’re excited about Medisyn and the potential its technology offers to help us more quickly meet the latest consumer needs and market opportunities.”

Added Medisyn president David Land, “We are delighted Kraft Foods will work with Medisyn to accelerate novel ingredient discovery across several of its emerging market opportunities and current market applications. We’re pleased our Forward Engineering™ technology could help Kraft Foods create new, delicious and affordable foods.”

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Powerade to launch Hispanic marketing campaign

BY Allison Cerra

ATLANTA Powerade is featuring goalkeeper Guillermo “Memo” Ochoa in the drink brand’s first-ever fully integrated marketing campaign aimed at the Hispanic community.

The Spanish-language advertising campaign, Powerade Latino, will kick off June 1 in major U.S. Hispanic markets and will be supported with a fully integrated marketing platform that includes broadcast, print, out-of-home, online, in-store and product packaging. Three 30-second TV spots featuring Memo Ochoa — who tends goal for the Mexican National Team — produced for the Powerade Latino campaign will premiere during the first match of the FIFA World Cup, Mexico vs. South Africa, on June 11.

“The Powerade Latino campaign is part of our broader FIFA World Cup activation this year, reaching more consumers and refreshing them on and off the field with our brands,” said Jose Serafin, senior brand manager, Hispanic marketing for Coca-Cola North America. “The [campaign] is a great way to celebrate our brand’s strong relationship with the U.S. Hispanic community, and maximize our partnership with the FIFA World Cup, the most popular sporting event in the world.”

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Hansen’s introduces original cola

BY Allison Cerra

NEW YORK Hansen’s announced the introduction of its newest flavor: original cola and diet original cola.

The classic flavor of Hansen’s original cola and diet original cola joins Hansen’s flavorful production line that includes ginger ale, key lime, cherry vanilla, grapefruit, kiwi strawberry, vanilla, mandarin lime, creamy root beer, raspberry, orange mango, pomegranate and black cherry. The premium soda maker’s products do not contain caffeine, preservatives or artificial flavors or colors.

“We are excited to be releasing the timeless taste of cola in time for the summer,” said Blair Owens, VP marketing. “It’s naturally the perfect flavor that complements our product line.”

Hansen’s original cola and diet original cola will be available nationwide this month.

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