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Multi Grain Cheerios gets peanut butter treatment

BY Allison Cerra

MINNEAPOLIS — Cheerios is extending its multigrain cereal line for the first time.

New Multi Grain Cheerios peanut butter cereal offers consumers the rich, indulgent flavor of peanut butter without derailing their diets by touting five whole grains and 110 calories per serving, the company said.

"We wanted to introduce a great-tasting cereal that would appeal to those peanut butter fans who want to stay trim without sacrificing taste," Multi Grain Cheerios marketing manager Meredith Tutterow said. "Now people don’t have to deprive themselves of delicious peanut butter flavor when watching their weight because Multi Grain Cheerios peanut butter delivers on the taste they love."

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Pescanova USA introduces all-natural shrimp line

BY Allison Cerra

CORAL GABLES, Fla. — Pescanova USA is introducing a new line of frozen shrimp that doesn’t contain additives or preservatives.

“Leveraging our unique position as a vertically integrated group with control over our own production facilities, including hatchery, farms, processing and distribution, enables us to assure our customers full traceability in a product line that is truly ‘all natural’,” Pescanova USA president and chief marketing officer Jose Abbad said. “While no additives/no preservatives seafood is still a niche market, the company is fully vested in the concept. We pride ourselves in being innovative and being able to guarantee full traceability and control.”

Pescanova USA expects to officially release its all-natural shrimp line at retail outlets by summer 2012.

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Jordan Stanley joins Ideavillage

BY Allison Cerra

WAYNE, N.J. — A leader of the "As Seen on TV" consumer goods category has appointed a new EVP marketing.

Ideavillage Products said Jordan Stanley, a former executive at Y&R Worldwide, will serve as EVP marketing for the company, overseeing the company’s marketing and new product positioning efforts, as well as manage its Direct Response TV initiatives under Ideavillage CEO Anand “Andy” Khubani.

“Jordan’s work consistently ranks in the DRTV industry’s Top 10 and sets all-time records for driving response and purchase intent,” Khubani said. “No one in the industry is better at maximizing new product opportunities and at building No. 1 brands, and that makes Jordan a perfect fit with Ideavillage’s recently-accelerated new product development efforts.”

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