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In The Raw sweeteners kick off TV ad campaign

BY Allison Cerra

NEW YORK — The maker of Sugar In The Raw and Stevia In The Raw products has launched a new television advertising campaign to show consumers "it’s only natural."

The ad spots, created by Mother New York, tap into the truths of human nature as they relate to all things food — showing the influence of Sugar In The Raw and zero-calorie Stevia In The Raw on consumer behavior when faced with everyday decisions — according to Cumberland Packing, the company behind the In The Raw brand. The ads feature the voice of actress Frances McDormand and are directed by Academy Award nominee Brett Morgen.

Click here to see the ad spots.

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Healthy names of food products may deceive dieters

BY Allison Cerra

COLUMBIA, S.C. — A new study conducted by researchers at the University of South Carolina found that unhealthy food products that tout healthy names may dupe dieters into considering them as good-for-you items.

"The Impact of Product Name on Dieters’ and Non-Dieters’ Food Evaluations and Consumption" found that among more than 520 study participants, dieting tendency has no effect on product evaluations if foods carry a healthy name, such as salad, although dieters are more mindful if a product touts a name that is considered unhealthy, such as pasta.

The study authors — which included lead investigator Caglar Irmak, an assistant professor of marketing at the Darla Moore School of Business, along with Beth Vallen of Loyola University and Stefanie Rose Robinson, a doctoral student in marketing at the Moore School — concluded that this effect, which results in actual food consumption differences, "is explained by nondieters’ insensitivity to food cues, as well as dieters’ reliance on cues indicating a lack of healthfulness and tendency to employ heuristic information processing when evaluating foods."

"The fact that people’s perceptions of healthfulness vary with the name of the food item isn’t surprising," Irmak said. "What is interesting is that dieters, who try to eat healthy and care about what they eat, fell into these ‘naming traps’ more than nondieters who really don’t care about healthy eating.

"These results should give dieters pause. The study shows that dieters base their food decisions on the name of the food item instead of the ingredients of the item," Irmak added. "As a result, they may eat more than what their dieting goals prescribe."

The study will be published in the August issue of the Journal of Consumer Research.

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Lemonade beverages join Trop50’s lineup

BY Allison Cerra

CHICAGO — Tropicana is giving its Trop50 brand a refreshing boost.

Just in time for summer, Trop50 has debuted lemonade and raspberry lemonade beverages. Each variety contains no artificial sweeteners and 50% less sugar and calories.

To celebrate the launch, Trop50 lemonade and raspberry lemonade will be supported in the brand’s "Girlfriends" advertising campaign, which launched last September and features actress Jane Krakowski.

Trop50’s lineup also includes original Trop50 orange juice and farmstand apple juice.

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