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Target, Kraft Foods, P&G combat childhood hunger

BY Allison Cerra

MINNEAPOLIS Target has teamed up with Kraft Foods and Procter & Gamble to support hunger relief.

From July 11 to Aug. 14, when Target guests purchase select Kraft Foods and Procter & Gamble products at any local Target store, 5% of the total sales of those products will be donated to Target Meals for Minds – an innovative school food pantry program that brings food to schools to help feed children and families in need across the country. Target also will publicize the promotion through its weekly ad and in-store signing at stores across the country.

Target also restated its commitment to supporting Feeding America along with Kraft and P&G and will donate up to $800,000 to the hunger-relief charity. As part of its Meal for Minds program, Target is partnering with Feeding America to develop the tools needed to help local food banks bring the Target Meals for Minds school food pantry program to more schools in their communities.

“When children are hungry, they have trouble staying alert and can fall behind in school,” said Laysha Ward, president community relations at Target. “This in-store promotion reinforces Target’s commitment to putting more kids on the path to graduation and allows our guests to help kids meet their academic potential by purchasing products already on their shopping lists.”

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Celsius to expand marketing efforts

BY Allison Cerra

DELRAY BEACH, Fla. Celsius is expanding its marketing efforts with the help of a CD Financial shareholder.

One of CD Financial’s principal shareholders, Carl DeSantis, agreed to provide up to $3 million in a line of credit to be used exclusively for incremental targeted advertising and marketing of Celsius’ products. If funded in full, the line of credit will increase Mr. DeSantis’ investment in Celsius to $17.3 million.

DeSantis stated, “I am extremely pleased with the progress of the company in gaining distribution of Celsius’ products throughout the country. This line of credit will expand the company’s marketing efforts to continue building consumer awareness of the many benefits of Celsius.”

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‘Simple’ foods gain momentum, Innova Market Insights finds

BY Allison Cerra

CHICAGO Post-recession consumers are seeking simple foods with natural ingredients, according to new data by Innova Market Insights.

The market research firm found that the amount of products that use words that represent “back-to-basic” have increased. Innova Market Insights tracked 987 new products using the words “simple,” “simplest” or “simplicity” in 2009, compared with 467 in 2008.

Use of the words “pure,” “purity” or “purely” grew from 3,013 in 2008 to 5,705 in 2009.

The researcher tracked 2,137 new U.S. products marketed as “natural” or “preservative free” in the first four months of 2010, up slightly from the 2,052 products tracked in the corresponding period in 2009, and dramatically up from the 1,155 recorded in the January to April 2008 period.

Products boasting such claims may be increasing because more consumers are seeking alternatives that take the guesswork out of reading nutrition labels, Innova Market Insights suggested.

“The simplicity trend creates a new challenge for the ingredients industry, as manufacturers look to shorten the length of ingredient labels,” noted Lu Ann Williams, head of research at Innova Market Insights.

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