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Malt-O-Meal bags the box

BY Allison Cerra

MINNEAPOLIS — Malt-O-Meal announced a new program that seeks to educate consumers about how cereal packaging can affect the environment.

Through its Bag The Box initiative, the cereal brand has launched BagTheBox.com, as well as a blog devoted to the cause, which invites users to view fan-created videos and exchange ideas on sustainable packaging and green initiatives.

"As a company, Malt-O-Meal is always thinking about smarter and more efficient ways to produce great-tasting cereal that is affordable and lessens the impact on the environment," Malt-O-Meal consumer marketing manager Linda Fisher said. "Consumers already purchase a variety of everyday products that are packaged in bags — so why not cereal? Our Bag The Box movement is all about encouraging consumers to not settle for over-packaged cereal and to start making simple changes that are better for the earth."

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Butterfinger looks to terrify, delight fans with short film

BY Allison Cerra

GLENDALE, Calif. — Butterfinger is bringing its "Nobody’s Gonna Lay A Finger" tagline to life by launching a comedy-horror film that will be directed by actor Rob Lowe.

"Butterfinger the 13th" is a 25-minute short film that will premiere Oct. 13 at an undisclosed location, the candy brand said. The film tells the story of two friends seeking adventure, but warns viewers that "you can’t scream with your mouth full."

A trailer for the film is on Butterfinger’s Facebook page.

"Butterfinger is always looking to deliver new and exciting entertainment experiences for fans, mixed in with a heavy dose of clever fun," said Butterfinger spokeswoman Tricia Bowles, Nestle USA Confections & Snacks. "With Rob Lowe behind the camera for this humorously horrific masterpiece, ‘Butterfinger the 13th’ is sure to be a hit, and we can’t wait for Butterfinger fans everywhere to be scared funny."

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Nestle Pure Life kicks off pledge program

BY Allison Cerra

STAMFORD, Conn. — Nestle Pure Life water wants consumers to keep their commitment to staying hydrated.

The brand has launched its Nestle Pure Life Hydration Movement on Nestle-PureLife.us, where participants will be asked to pledge to swap one sugared drink for water every day for one year. In return, they will receive a $1-off coupon for a purchase of Nestle Pure Life, as well as the opportunity to enter in a sweepstakes for the chance to win free water for a year.

"Nestle Pure Life is committed to helping families live healthy, active lifestyles," Nestle Pure Life group brand manager Laetitia Allexant said. "The incredible success of last year’s pledge program demonstrated that making a simple change can make a big impact, and we encourage families to join us in the Hydration Movement."

Click here to learn more.

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