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Lifeway partners with Every Mother Counts campaign

BY Allison Cerra

MORTON GROVE, Ill. — Lifeway Foods has partnered with a campaign that seeks to raise awareness and improve the health and lives of mothers and their children.

Beginning this summer through the end of the year, Lifeway said that for every specially marked bottles of low fat blueberry kefir purchased, a portion of each sale will be donated to the Every Mother Counts campaign, which was founded by supermodel turned activist Christy Turlington Burns.

Lifeway is one of the first food companies to join the Every Mother Counts effort, the company noted.

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Johnson’s celebrates babies with integrated campaign

BY Allison Cerra

SKILLMAN, N.J. — Johnson’s has kicked off "Treasuring Everyday Joy," an integrated campaign that will benefit the March of Dimes, the company said.

Johnson’s Treasuring Everyday Joy campaign will include a a celebrity-driven exhibit called "Footprints," a charity initiative on Facebook and a documentary on WE TV.

Johnson’s "Footprints" exhibit, which will be hosted at Famous Footwear on 34th Street in New York, marks the launch of the campaign and is designed to encourage parents to pause, reflect and promise to celebrate the everyday joy a baby brings to their lives. Additionally, consumers also can visit Facebook.com/JohnsonsBaby, where for every "promise" (or "like") made, the brand will donate $1 to the March of Dimes.

Celebrities involved in the campaign include Alyson Hannigan (CBS’ "How I Met Your Mother"), Melissa Rycroft (ABC’s "Dancing with the Stars" alum), Julie Bowen (ABC’s "Modern Family"), Melissa Joan Hart (ABC Family’s "Melissa & Joey") and Kellie Martin ("ER" and "Life Goes On"). Bowen, Hart and Martin also serve as March of Dimes ambassadors.

"For more than 100 years, we’ve dedicated ourselves to being a trusted partner to moms and babies, providing products that are safe [and] clinically proven [to be] mild and gentle," said Ivy Brown, marketing director of baby care at Johnson’s. "With the launch of this campaign, we further our mission in baby care by encouraging parents to take the ‘promise’ and support the March of Dimes."

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Nestle Waters North America to acquire Sweet Leaf Tea Co.

BY Allison Cerra

STAMFORD, Conn. — Nestle Waters North America has inked a deal to acquire the maker of Sweet Leaf and Tradewinds beverage brands.

Nestle Waters said its acquisition of Austin, Texas-based Sweet Leaf Tea Co. — which was founded in 1998 — is subject to applicable regulatory approval and satisfaction of other customary closing conditions. The deal will expand the company’s beverage portfolio of bottled water to include high-quality iced teas, lemonades and juice drinks.

The company also added that Sweet Leaf’s staff will continue managing the Sweet Leaf and Tradewinds brands, which boasted combined total sales of more than $53 million in 2010, for further growth.

Nestle Waters made an initial investment in Sweet Leaf in March 2009.

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