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Skinny Water achieves record sales, looks to expand distribution

BY Allison Cerra

BALA CYNWYD, Pa. — The maker of Skinny Water achieved a 67% increase in earnings and sold nearly 1 million cases for 2010, compared with the year-ago period.

Skinny Nutritional said that its net revenues for 2010 totaled $6.9 million, compared with nearly $2.8 million in 2009. The company attributed the spike to the introduction of Skinny Water Sport, its 12-bottle variety pack, the upgrade to its distribution network in certain territories, and the influence of new distributors and new chain authorizations. Skinny Water now is sold through 47 distributors across the United States.

Looking ahead, Michael Salaman, Skinny Nutritional board chairman and CEO, said the company is targeting its southern California distributor network, as well as further developing networks in the Midwest, Florida and Southeast markets.

"Skinny products have been authorized for sale with retail accounts, which aggregate approximately 7,100 chain stores, including convenience stores, supermarkets, drug stores and club stores. During the second quarter of 2011, Skinny Water will begin to be available through a national pharmacy chain, which is expected to significantly increase our availability in markets throughout the country," the company said.

The Skinny Water lineup features eight flavors, comprising acai grape blueberry (Hi-Energy), raspberry pomegranate (Crave Control), lemonade passionfruit (Total-V) and orange cranberry tangerine (Wake Up), as well as its Sport Line, which comprises blue raspberry (Fit), pink berry citrus (Power), kiwi lime (Active) and goji black cherry (Shape).

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Campbell Soup appoints VP corporate development

BY Allison Cerra

CAMDEN, N.J. — A former Walmart VP has joined Campbell Soup as its VP corporate development.

In this new role, Raymond Liguori will be responsible for Campbell’s efforts in the areas of mergers and acquisitions, strategic alliances and joint ventures. He will report to Craig Owens, Campbell’s CFO and chief administrative officer.

Liguori, who has more than 23 years of financial leadership experience, joined Campbell Soup from Walmart, where he most recently served as VP mergers and acquisitions, leading all international merger, acquisition and divestiture activities for the retailer.

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Evian extends Live Young campaign

BY Allison Cerra

WHITE PLAINS, N.Y. — Evian has brought back its Live Young campaign with a new commercial and an interactive user experience.

The water brand said that its Baby Inside commercial will feature portraits of people wearing Evian’s Baby Inside T-shirts, which are edited together in a flipbook-style commercial. Additionally, an interactive, user-generated version of the commercial will be released online at LetsBabyDance.evian.com and via an iPhone application, where users can become actors in the video.

"Evian is releasing more than just an advertising campaign," said Jerome Goure, VP marketing for Danone Waters of America, the exclusive importer and marketer of Evian in North America. "This time, we are promoting the Live Young spirit with an immersive brand experience that allows consumers to become a part of the new campaign and show that youth is not just a question of age but [also and] more importantly, a state of mind."

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