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New energy brand melts in your mouth

BY Allison Cerra

NEW YORK — "A new way to do energy" has hit the market.

Sheets — a brand co-developed by basketball star LeBron James, along with PureBrands CEO Warren Struhl and co-founders Jesse Itzler and Maverick Carter — are individually wrapped, paper-thin dissolving strips that tout the same amount of caffeine as a cup of premium coffee in one small strip, which is about 100 mg, without containing any sugar or calories, the company said.

To highlight the debut of the brand, the company has launched a YouTube channel that features videos starring James and Amar’e Stoudemire, as well as Facebook and Twitter pages, asking fans to "Take a Sheet." The launch of Sheets initially will be supported by a $10 million marketing campaign leveraging athlete and celebrity involvement.

“Taking a Sheet is part of my pre-game and halftime ritual,” LeBron James said. “I’ve tried tons of other products in the past and none compare. Sheets are a smart and convenient way to get energy.”

Sheets currently offers two varieties, Cinnamon Rush and Berry Blast, and is available for purchase online in four- and 10-packs for $2.95 and $5.95, respectively, with a foray into major retailers expected in the coming months.

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American Greetings gets digital

BY Allison Cerra

CLEVELAND — American Greetings is introducing digital slideshow cards for Mother’s Day.

The cards, which are available in both preloaded and customizable versions, feature full-color LCD displays, high-quality audio and multi-image slideshows set to music.

In the customized version, up to 50 photos can be uploaded through a self-contained 1-in. retractable USB cord. The photos then are displayed on an 1.8-in. LCD screen. Instrumental music and the customized slideshow automatically play each time the card is opened. The card is rechargeable and does not require software installation.

The preloaded version partners bright images and songs. One card, set to the tune of "The Way You Do The Things You Do," shows images of all of the fun, loving things that moms do, while another card shows a mother bird taking a colorful journey through a park and returning to her nest to the tune of "What a Wonderful World."

Both versions of the digital slideshow cards are available at participating drug chains, grocery stores and mass retailers nationwide, as well as in American Greetings and Carlton Cards retail stores.

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Hostess makes room for lemon meringue flavor on shelves

BY Allison Cerra

IRVING, Texas — Consumers have helped Hostess add a new Twinkie flavor to its lineup.

Based on its Hostess Twinkie Mania sweepstakes, the snack brand will debut lemon meringue Twinkies next year for a limited time.

Lemon meringue edged out the raspberry tart, cookies ‘n creme and blueberry pie flavors.

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