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Reckitt Benckiser gets ‘crazie’

BY Allison Cerra

PARSIPPANY, N.J. — Reckitt Benckiser has launched a collection of online mini games to boost brand awareness.

The eight games, called crazieRBrands, includes such activities as the Veet game, a virtual leg-waxing task, and the toilet bowl-cleaning Lysol game, which are designed to provide a fun and informal way to engage graduates and early-careerists with the RB corporate brand, RB said. While playing the games, users also have the opportunity to win a trip to 1-of-8 destinations, including New York, Cape Town, Bangkok, Geneva, Barcelona, Iceland, Brazil or India.

"RB has a unique culture that’s most suitable for young professionals who enjoy quick decision making, coupled with a fast-paced and agile environment," RB EVP North America and Australia Rob de Groot said. "To continue our rapid growth we are always looking for innovative ways to make ourselves better known among the next generation of managers."

The suite of games can be accessed at RB.com is available on iPhone and Android.

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GMA defends Facts Up Front, front-of-package labels

BY Allison Cerra

WASHINGTON — A report released by the Institute of Medicine suggested that front-of-package labels don’t give clear guidance about a product’s healthfulness.

The report, Examination of Front-of-Package Nutrition Rating Systems and Symbols, concluded that "it is time for a move away from front-of-package systems that mostly provide nutrition information on foods or beverages but don’t give clear guidance about their healthfulness, and toward one that encourages healthier choices through simplicity, visual clarity, and the ability to convey meaning without written information."

IOM also said suggested that the Food and Drug Administration "develop, test, and implement a single, standard FOP symbol system to appear on all food and beverage products, in place of other systems already in use."

In response, the Grocery Manufacturers Association defended Facts Up Front, an initiative co-developed with the Food Marketing Institute, which seeks to offer consumers a fact-based, front-of-pack nutrition labeling system. GMA said the system, launched in January, offers "a real-world program that delivers real value to real consumers in real time."

"Consumers have told us that they want simple and easy to use information and that they should be trusted to make decisions for themselves and their families," GMA said in a statement. "The most effective programs are those that consumers embrace, and consumers have said repeatedly that they want to make their own judgments, rather than have government tell them what they should and should not eat. That is the guiding principle of Facts Up Front, and why we have concerns about the untested, interpretive approach suggested by the IOM committee."


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Kashi rolls out single-serve entrées

BY Allison Cerra

LA JOLLA, Calif. — Kashi is boosting its presence in the frozen food aisle with two all-natural frozen entrées.

Kashi said that its all-natural entrées include chicken enchilada and three cheese penne, which feature whole grains, fiber and protein, and cook in just minutes. The chicken enchilada includes natural shredded chicken, an array of vegetables, including kale and red peppers, wrapped inside a Kashi 7 whole grain tortilla. The three cheese penne is made with asiago, feta and cheddar cheese sauce, Kashi 7 whole grain penne, as well as shiitake mushrooms, cannellini bean puree, roasted red onions, red peppers and yellow carrots.

"Our new frozen entrées are satisfyingly delicious — made with great tasting ingredients that provide a unique eating experience of colors, textures and tastes along with the whole grain goodness that Kashi is known for," said Keegan Sheridan, natural food and lifestyle expert at Kashi. "For anyone who doesn’t have time to make lunch or dinner from scratch, these are the perfect solution for a complete meal in just a few minutes."

The frozen entrées now are available in the frozen aisle of grocers and natural food retailers nationwide.

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