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P&G launches health-focused offshoot of online ‘boomer’ destination

BY Allison Cerra

NEW YORK A website that caters to baby boomers has unveiled a new health platform that focuses on such key mid-life health concerns as diet, nutrition, mental health, disease prevention, health insurance and more.

The launch of Health Goes Strong — as part of Life Goes Strong’s network of sites — coincides with the launch of “Healthy Week” — a week-long event across the networks of NBC Universal focusing on nutritional literacy and fitness. To celebrate this addition to the Life Goes Strong family, Men’s Fitness editor-in-chief Roy Johnson will become the site’s first guest blogger.

Life Goes Strong is the third lifestyle website created in partnership between Procter & Gamble Productions and NBC Digital Networks. The two companies first came together in November 2007 for the unveiling of Petside.com, which has grown to be a leading health-and-wellness site for pet enthusiasts, reaching more than 1.5 million animal owners a month.

“Boomers are looking for the type of fitness regimen that speaks to their specific stage of life,” Johnson said. “I am excited to join Life Goes Strong to focus on this important age group — my age group — while also highlighting Men’s Fitness’ own commitment to addressing health issues for men across all generations.”

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New P&G site targets male homemakers

BY Allison Cerra

NEW YORK Procter & Gamble has unveiled a new website that features household tips for the jack of all trades, Mr. Mom.

Manofthehouse.com features household tips, career and parenting advice and much more, channeling content mostly found in women’s magazines. The content, however, doesn’t just speak to stay-at-home dads — it serves as an essential resource for an array of topics. The site’s editor, Craig Heimbuch, told Reuters, “A lot of the things that have changed for men have happened in a generation. We don’t have that sort of go-talk-to-your-friends mentality.”

“If you’re looking for disrobed starlets and 175” flat screens, you’ve come to the wrong place,” the site read on its “About Us” page. “However, if you are looking for advice on how to make an easy dinner that will leave your kids happy and your wife feeling safe to let you in the kitchen, we’re here.”

Click here to visit the site.

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Study: Cartoon characters may (negatively) influence children’s snacking decisions

BY Allison Cerra

NEW YORK A new study published in the latest edition of Pediatrics found that children are enticed by snacks that feature stickers of popular cartoon characters.

The study, conducted by researchers at Yale University’s Rudd Center for Food Policy and Obesity, surveyed children ages 4 to 6 years to determine the correlation between the cartoon characters on food packaging and snack options for kids. Of three snack options — gummy fruit, graham crackers and carrots — children were asked to select which snack tasted best, given the option between packaging adorned with cartoon characters and without. The result: Most of the 40 children wanted the snacks labeled with cartoon stickers, and preferred gummy fruit and graham crackers with the stickers over carrots.

Christina Roberto, a graduate student at Yale University and lead author of the study, said her results may advocate the removal of licensed cartoon characters from all food packaging, since many snacks with cartoon character packaging typically are sugary snacks — more unhealthy foods are targeted towards children than any other age group.

“We now have clear evidence of something many people suspected — that the use of these licensed characters has an impact on children’s preferences in food,” said Dr. Thomas Robinson, director of the Center for Healthy Weight at Stanford University School of Medicine.

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