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Post Grape-Nuts Fit hits store shelves

BY Jason Owen

 PARSIPPANY, N.J. — Post Foods is launching a new flavor of its Grape-Nuts cereal, Grape-Nuts Fit, the company announced on Tuesday.

Grape-Nuts Fit is a new cereal made with an assortment of flavors and textures, including lightly crunchy nuggets, granola, cranberries, puffed barley and natural vanilla flavor. The new cereal boasts 6 g of protein and 42 g of whole grains.

The launch of the new cereal coincides with a celebration of Post Grape-Nuts’ role in Sir Edmund Hillary’s ascent up Mt. Everest 60 years ago. Grape-Nuts is launching its new “What’s Your Mountain?” tagline via Everest-themed television commercials, digital advertising and sampling efforts across the nation.

In 1953, Sir Edmund Hillary became the first man to summit Mt. Everest with Tenzing Norgay. During his trek, Hillary carried and ate Post Grape-Nuts cereal, which is packed with protein and grains.

“Fueled by Grape-Nuts and determination, my father accomplished something no other person had done before when he made it to the top of Mount Everest in 1953,” said Peter Hillary, board member of American Himalayan Foundation and son of Sir Edmund Hillary. “But you don’t need to be a mountain climber to reach new heights in your own life. ‘What’s Your Mountain?’ inspires all of us to persevere as we strive to reach our personal summits.”

Grape-Nuts has formed an association with the American Himalayan Foundation, which is dedicated to improving the quality of life of the Sherpas, Nepalis and Tibetans throughout the Himalaya through education, health care and cultural preservation.

In conjunction with the marketing campaign launch, Grape-Nuts is partnering with a handful of "Tower Races," or vertical stair climbs, in the month of March. Tower Racing features athletes racing up the stairs of skyscrapers, allowing athletes to conquer a modern-day "urban Everest." Grape-Nuts Fit is the official cereal of the American Lung Association’s "Fight for Air Climb" tower races in Las Vegas, Philadelphia, St. Louis and Tampa.


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Reports: Judge strikes down New York beverage rule

BY Alaric DeArment

NEW YORK — A judge in New York has blocked a controversial law banning the sale of large-sized sugary drinks, according to published reports.

The New York Times reported that state Supreme Court justice Milton Tingling invalidated the law. Mayor Michael Bloomberg had pushed the rule as a way to promote healthier diets for New Yorkers, but it attracted widespread criticism as intrusive.

Tingling wrote that the rule was "arbitrary and capricious" because it would except certain drinks, such as those with a lot of milk, and would also apply only to establishments such as restaurants, but not to convenience stores.

 

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OMG Girlz join WAT-AAH! to promote healthy hydration, fight childhood obesity

BY Jason Owen

NEW YORK — WAT-AAH!, a line of functional water for kids and teens, known for its "cool + healthy" messaging, announced today a partnership with teen pop group the OMG Girlz.

WAT-AAH! is kicking off this partnership by launching a limited-edition OMG Girlz designed bottle with proceeds going to the group’s charity, OMGCares. The OMG Girlz will also participate in WAT-AAH!’s "Healthy Hydration in the Nation Tour" to spread the message of healthy hydration to school kids across the United States, as well as celebrate WAT-AAH!’s "Move Your Body" event, organized to encourage kids and teens across the country to dance, exercise and drink healthy. Additionally, they will participate in WAT-AAH!’s national Web-based youth talent show titled "Show Me WAT-YOU-GOT!" as official judges. Lastly, the girls will be featured in the brand’s national back-to-school health and anti-obesity PSA campaign alongside multiple teen celebrities across TV, print and digital platforms this fall.

"WAT-AAH!’s partnership with the OMG Girlz is a natural fit and has been since we began working with them in 2012 during The Scream Tour," said founder and CEO of WAT-AAH!, Rose Cameron. "The OMG Girlz are inspirational to kids — they’re fun, energetic, hard-working and love drinking water. They understand that as both celebrities and role models, they have a unique opportunity to influence kids to make healthy choices and steer them away from sugary sodas and juices," she added.

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