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Mountain Dew kicks off ‘This is How We Dew’ campaign

BY Allison Cerra

PURCHASE, N.Y. — Mountain Dew has tapped its spokespeople for its new campaign.

"This is How We Dew," the latest campaign from soft drink Mountain Dew, enlists the brand’s spokespeople — including music stars Lil Wayne, Jason Aldean and Mac Miller, race car driver Dale Earnhardt Jr., skateboarders Paul Rodriguez and Theotis Beasley and snowboarder Danny Davis — to express their individuality.

The campaign will launch with a 30-second television spot that features the full cast of Mountain Dew family members and will be supported by radio, 15-second television ads and short digital videos featuring each of the seven individually.

"Mountain Dew is about being bold and having the confidence to ‘Dew you,’" Mountain Dew VP marketing Brett O’Brien said. "These guys are all part of the Mountain Dew family because they do their own thing in their own way. We asked them to share their stories because we could think of no better way to say ‘This is How We Dew.’"

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Frito-Lay expands Smartfood brand with new product line

BY Allison Cerra

PLANO, Texas — Frito-Lay North America’s Smartfood brand is being extended to include all-natural popcorn, popped chips and puffed corn snacks.

New Smartfood Selects products are made with all-natural ingredients and are free of artificial flavors, preservatives and ingredients, the company said. The portfolio includes parmesan herb popcorn, buffalo cheddar popcorn, cinnamon brown sugar popcorn, sour cream onion puffed corn, Italian herb multigrain popped chips, cinnamon brown sugar multigrain popped chips, feta herb hummus popped chips and garlic tomato basil hummus popped chips.

"Consumers have come to expect added value from the products they buy, and snacks are no exception. Great taste is a must, but consumers also demand smart options," Frito-Lay North America SVP growth ventures Daniel Naor said. "Smartfood Selects offer a variety of light-textured and airy snacks with smart combinations of herbs and spices, and all-natural ingredients."

Smartfood Selects popcorn is available in 6-oz. bags, Smartfood Selects puffed corn is available in 4-oz. bags and Smartfood Selects popped chips are available in 3.25-oz. bags. All varieties have a suggested retail price of $3.29.

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ReportersNotebook — Consumables, 4/23/12

BY DSN STAFF

SUPPLIER NEWS — Anheuser-Busch’s Michelob Ultra brand has launched a new iced tea and lemonade-flavored alcohol beverage that’s inspired by the golf course. New Ultra 19th Hole light tea and lemonade is a lighter alternative to traditional flavored malt beverages, the company said. Ultra 19th Hole is available in single-serve and four-packs of 16-oz. cans.


Kellogg’s has expanded its Special K line to include granola bars. Available in dark chocolate and chocolatey peanut butter, new Special K granola bars offer consumers managing their weight great taste and nutritional benefits. Each bar touts 110 calories, 3 g of fat, 4 g of fiber and 4 g of protein.


In an effort to reflect the split of its global snacks and North American grocery businesses, Kraft Foods said it plans to change the name of the snacks business to Mondelez International. The company’s board of directors has approved the name change and will submit an amendment for shareholder approval at the company’s annual shareholders meeting on May 23. If shareholders approve the amendment, Kraft Foods said it expects the new name to become effective when the global snacks company launches before the end of 2012.


EXECUTIVE NEWS — Nestlé Nutrition has promoted Steve Goodyear to VP retail sales for Nestlé Nutrition’s U.S. division. Goodyear is responsible for leading the U.S. retail sales team that oversees the Nestlé Nutrition product portfolio, including Gerber, PowerBar, Boost and Carnation Breakfast Essentials. In this leadership position, he will create the vision and establish the strategy for the retail sales organization for Nestlé Nutrition in the United States.

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