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Milwaukee Brewers name Quench their official gum

BY Jenna Duncan

PRAIRIE DU SAC, Wis. Quench gum, marketed for its “thirst-quenching” flavors, will get an extra boost from American League baseball team the Milwaukee Brewers; the team has named Quench its official gum.

Mark Lutz, national sales manager for Quench, said, “We are thrilled to team up with the Brewers. Brewer fans are extremely loyal and their games are a big draw. It’s the perfect opportunity to support the home team and spread the word about Quench gum to a wide variety of people.”

Quench will be allowed exclusive marketing rights during the Brewers’ 2008 season at Miller Park and has planned several events for the summer, including giveaways like Quench Gum Night, July 25.

Mueller Sports Medicine is the maker of Quench gum, purported to help alleviate thirst because it has a tart flavor that stimulates saliva. In addition to its alleged prevalence among baseball players, Quench is also reportedly used by professional athletes in basketball, football, hockey, and even marathon runners.

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NutraSweet to introduce retail rival to Sweet’N Low

BY Jenna Duncan

CHICAGO NutraSweet Co. has announced it will launch an additional artificial sweetener to its product line—a product more likely to compete with Sweet’N Low.

NutraSweet Co. says it plans to expand into retail markets by making its products more competitive. For one, it has created a rival to Equal under the NutraSweet brand and, like Equal, packaged the sweetener in blue.

NutraSweet said its newest product will not contain saccharin, like rival Sweet’N Low, but will be made from the artificial sweeteners acesulfame potassium and neotame, and will be packaged in pink. Until recently, NutraSweet Co. has only manufactured its sweeteners using aspartame, the same ingredient used in Equal sweetener.

The pink packets of NutraSweet will begin to appear at food service locations next month, and Craig Petray, the company’s chief executive officer, said it will arrive at retail outlets in the third quarter. NutraSweet said it will also release a packet sweetener to compete with Splenda, packaged in yellow and containing a minute amount of real sugar.

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Honest Tea says Coca-Cola can help boost its expansion, message

BY Jenna Duncan

BETHESDA, Md. Honest Tea announced that it is following the leadership of Coca-Cola to boost business, and its social mission of promoting conservation and eco-friendly consumerism. Honest Tea has been known for operating out of a “green” building and for promoting an agenda of natural health and environmental responsibility.

Coca-Cola last month announced that it has acquired 40 percent of the small, eco-friendly beverage company and invested $43 million into its operations. Spokespersons said that Honest Tea stands to benefit from Coca Cola’s distribution and manufacturing knowledge.

Some skeptics warned that great changes may loom ahead for the Honest Tea company. Experts have said that smaller companies often find that they must change their mission statements and risk losing their identity during mergers.

Seth Goldman, Honest Tea co-founder and chief executive officer, said he understands concerns about corporate partnering with an industry giant like Coca-Cola.

“I’ve gotten the e-mails. And I know there is risk attached here,” he said. He added that he believes Honest Tea can use the expanded distribution and sales volume opportunities from partnering with Coca-Cola to launch awareness about health and promote sustainable agriculture.

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