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Ruffles creates ‘ultimate’ snacking experience

BY Allison Cerra

PLANO, Texas — PepsiCo is expanding one of the flagship brands from its Frito-Lay division.

The company has introduced the Ruffles Ultimate line, which includes chips that feature ridges twice the size and depth of the ridges in original Ruffles potato chips, as well as dips that are made with chunks of real bacon or real beef and cheese to provide the "ultimate" snacking experience, the company said.

"Guys live for larger-than-life moments that fuel legendary stories they share for years," Frito-Lay North America VP marketing Tony Matta said. "Male bonding is a rite of passage for guys, and what better way to bond than by attending one of the most exciting parties on the planet. The Ruffles Ultimate line was created to fuel epic moments. It’s in moments like these, often over a bag of chips, where recounting the tale is almost as fun as being there the first time."

Ruffles Ultimate potato chips are offered in a variety of sizes: a 1.875-oz. bag for a suggested retail price of $1.09; a 2.5-oz. bag for a suggested retail price of $1.49; and an 8-oz. bag for a suggested retail price of $4.29. Ruffles Ultimate dips are available in 15-oz. jars for a suggested retail price of $3.99.

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Walgreens’ social media director heads to Campbell’s

BY Allison Cerra

CAMDEN, N.J. — Campbell’s has tapped Walgreens’ social media director to lead the soup maker’s digital marketing and social media efforts.

Campbell’s on Thursday said Adam Kmiec will serve as director of digital marketing and social media, responsible for leading a global digital marketing and social media strategy that encompasses both consumer-facing communications and corporate initiatives. As part of his role, Kmiec will work closely with global communications, consumer affairs, investor relations, public affairs and corporate responsibility functions and business unit marketing, teams and will report to Andrew Brennan, Campbell’s VP global strategy, advertising and design, the company said.

“Adam brings a great deal of experience to Campbell, including a broad marketing background and a specific expertise in digital and social media," Brennan said. "Throughout his career, Adam has helped a variety of consumer brands establish and expand their digital marketing efforts, and I am confident that he will help Campbell do the same. A major focus of our growth strategy is to strengthen our brand and product equities by connecting with new consumers in new ways. Adam will play an important role in this effort.”

Prior to joining Campbell’s, Kmiec served as director of social media at Walgreens and established programs that helped advance the drug store chain’s digital marketing efforts. He also was responsible for implementing and overseeing social media policies and governance across Walgreens corporate communications and its nearly 8,000 retail locations, including the use of social media tools for employee communications. Prior to that, he worked at MARC USA as SVP interactive marketing innovation.

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New, not too sweet 
tea hits shelves

BY Barbara White-Sax

ATLANTA — Coca-Cola’s Honest Tea brand began the rollout of its Not Too Sweet Tea, a traditional sweet tea with 40% less sugar and calories than the leading sweet teas. The new addition to Honest Tea’s lineup is brewed with organic black tea leaves and is sweetened with “just a tad” (25 g) of organic cane sugar and organic stevia. Each 16.9-fl.-oz. bottle contains 100 calories, compared with leading brands of sweet tea, which contain an average of 43 g of sugar and 174 calories per 16.9-fl.-oz. bottle. Like other products under the Honest Tea brand, Not Too Sweet Tea is USDA-certified organic and fair-trade-certified. It has a suggested retail price of $1.49.

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