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Kraft’s Huddle to Fight Hunger exceeds 20-million meal mark

BY Allison Cerra

NORTHFIELD, Ill. — It seems that Kraft Foods’ Huddle to Fight Hunger program has reached the end zone.

Kraft said it plans to announce the donation of the monetary equivalent of more than 20 million meals to Feeding America during the inaugural Kraft Fight Hunger Bowl this weekend.

As previously reported by Drug Store News, the initiative encouraged Americans to generate meal donations for Feeding America through several social media initiatives, including Facebook and Twitter. Last month, the company announced that 18.5 million meals were generated, which was 93% of the company’s goal.

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SoBe Lifewater with electrolytes launches

BY Allison Cerra

PURCHASE, N.Y. — PepsiCo is extending its SoBe brand with a new line of zero-calorie beverages.

SoBe Lifewater with electrolytes, available in Macintosh Apple Cherry and Strawberry Kiwi Lemonade, are infused with vitamins and made with the all-natural sweetener, PureVia, which offers full flavor with zero calories per serving.

“New SoBe Lifewater with electrolytes offers great-tasting hydration without the calories,” said Andrew Katz, marketing director for SoBe. “That’s our message to SoBe fans: The lizard strikes again, offering you a new way to satisfy your insatiable thirst.”

In line with the product launch, SoBe is unveiling the second installment of its "skinsuit spread," starring "Gossip Girl" actress Jessica Szohr. Images and videos from the skinsuit shoot are available on the brand’s Facebook page, with new photos rolling out between now and Feb. 15.

“Last year’s SoBe Lifewater skinsuit shoot took place on a gorgeous beach; this year’s skinsuit shoot in the jungle was still amazing, but a little different. It definitely had an edgy vibe that I loved,” Szohr said. “No matter where you are, it’s easy to be tempted and transformed with new SoBe Lifewater with electrolytes.”

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Hefty Basics enters Northeast markets

BY Allison Cerra

LAKE FOREST, Ill. — Pactiv is rolling out a line of compostable paper plates for its Hefty brand.

Hefty Basics are disposable paper plates that have the strength to support almost any meal. The plates are biodegradable in home composting and are microwavable, Pactiv said.

The plates are available at select grocery stores throughout the Northeast region of the United States in 45-count, 8 and 5/8-in. lunch plate packages and 24-count, 10 and 1/4-in. dinner plate packages.

“Hefty Basics paper plates are a perfect choice for environmentally conscious consumers who want the convenience of using disposables for serving meals or entertaining friends,” said John Schwab, SVP and general manager of Hefty Consumer Products. “Hefty Basics paper plates deliver the functionality, strength and value consumers demand while being an environmental alternative.”

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