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Quaker Oats announces re-positioning of business to focus on whole-grain oats

BY Allison Cerra

CHICAGO The Quaker Oats Company, a division of PepsiCo, announced Tuesday that it is launching an expansive re-positioning of its business to focus on the wholesome goodness of its products made with whole-grain oats.

For the first time in its 130-plus year history, Quaker will communicate with one voice about the company’s whole-grain oats portfolio of products underneath one umbrella versus individual product categories. Whole-grain oats are the hallmark ingredient in Quaker Old Fashioned Oats, Quaker Quick Oats and Quaker Instant Oatmeal, Quaker Oatmeal Squares ready-to-eat cereal and a key ingredient in Quaker Life cereal and Quaker Chewy granola bars.

“This re-positioning helps us elevate and communicate the power of this surprising super grain ¬ the oat‹to meet the needs of the growing number of health conscious consumers,”said Mark Schiller, president, Quaker Oats. “We feel that Quaker has a great opportunity as a market leader in health and wellness to leverage our product portfolio under one powerful platform.”

Quaker Oats also added that the company is set to launch a new marketing and advertising campaign with the theme “Go humans go”, which celebrates the whole-grain oat as a “super grain.” The campaign reinforces that the whole-grain oat is a key Quaker ingredient that helps power the bodies and minds of humans and inspires people to be their best. The iconic “Quaker Man” keeps a watchful eye over all the fanciful activations of the “go” idea.

Quaker partnered with Omnicom’s Goodby Silverstein & Partners to concept and produce the “Go humans go” campaign, which includes an out-of-home teaser campaign in nine top national markets, including New York, Chicago, Los Angeles and Washington, D.C.

The teaser campaign began the week of Feb. 23 and the television launch begins Mar. 16 on prime time and cable outlets. Print advertising begins in April as will sponsorships for mom consumers through online properties.

KelloggsDRSNhttp://www.centerstoregrowth.com

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EB Performance to launch DynaBites protein cookies

BY Allison Cerra

DEERFIELD BEACH, Fla. EB Performance announced Monday its launch of DynaBites, Bite-Size Chocolate Chip Protein Cookies, the second product in the company’s unique line of nutritious and flavorful snacks.

DynaBites follows the launch of the company’s PB & Whey Protein Bites last year, and will be available in select stores this spring.

Each bag of DynaBites are preservative-free and kosher certified, and contain 15 grams of protein and a low-glycemic sweetener known as organic agave syrup.

EB also has a deep development pipeline of innovative products including its naturally sweetened, whey protein beverages that will soon be released. The company’s goal is to offer the consumer both healthier snack and beverage alternatives while emphasizing the benefits of whey protein.

Whey protein is considered the highest quality form of protein and contains essential amino acids that the body requires for good health. Additionally, it offers excellent digestibility and research has shown its ability to support satiety, or a feeling of fullness, helping people feel fuller longer so that they eat less.

“The development of this product was the reason we decided to launch EB Performance in the first place. It is the first product of its kind, and fits in perfectly with the growing desire for more healthy, convenient and functional snacks,” said Dan Schapiro, co-founder of EB Performance. “People have become instant fans of DynaBites, using them in creative ways such as blending it as part of smoothies and even adding them to a bowl of milk for a great, high-protein breakfast.”

 

KelloggsDRSNhttp://www.centerstoregrowth.com

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FDA seeks to shut down tortilla manufacturer

BY Alaric DeArment

ROCKVILLE, Md. Not long after a nationwide salmonella scandal drove Peanut Corporation of America out of business, the Food and Drug Administration has moved to shut down a Chicago-based tortilla manufacturer, alleging repeated manufacturing safety violations.

The FDA announced Friday that it had filed an injunction preventing Del Rey Tortilleria from manufacturing and distributing soft-shell flour tortillas until it obtains approval from the agency, citing an “extensive history” of violating current good manufacturing practice, or cGMP, requirements for food. A complaint filed by the United States attorney in Chicago alleges that Del Rey’s manufacturing practices don’t adequately protect consumers against contamination.

“We cannot allow a company to produce potentially contaminated products because of failing to have adequate procedures in place,” said Michael Chappell, FDA acting associate commissioner for regulatory affairs, in a statement. “This enforcement action shows the FDA will take the appropriate measures deemed necessary under the Federal Food, Drug and Cosmetic Act to protect the public’s health.”

During inspections, the FDA found violations that included improperly stored cleaning chemicals, unsuitable containers used for food processing and other unsanitary conditions. The complaint also said the company recalled several products after some of its flour tortillas were linked to gastrointestinal sickness in schoolchildren.

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