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Trident chews on vitamin C claim in new gum flavor

BY Rozanne Gelbinovich

CHICAGO — Trident, which is owned by Kraft Foods’ Cadbury unit, is rolling out a new gum lineup called Trident Vitality that includes a new flavor, Vigorate, which contains "10% of the daily value of vitamin C" in each piece, according to the company.

The gum line, which will be introduced early next year, also will include Rejuve, a blend of mint and white tea; and Awaken, a peppermint flavor with a "dash of ginseng," the company said.

Kraft is incorporating health into its marketing, saying the gum adds a "little piece of delicious well-being," and is targeting an audience in their 20s and 30s who are into wellness. "One thing we found is that as people age, the gum flavors may be less relevant with their lifestyle," Kraft spokesman Basil Maglaris said. "This is an opportunity that we saw [to be] relevant with consumers in the 25 to 34 age range." The message of the new line will focus "more on the experience associated with the gum," Maglaris said, emphasizing that only one variety has the vitamin.

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Coca-Cola donates to Toys for Tots

BY Allison Cerra

ATLANTA — Coca-Cola is looking to spread holiday cheer by asking consumers to donate their My Coke Rewards points to help generate gifts for unprivileged children.

By logging onto MCR.com/holiday, registered My Coke Rewards members can donate their points to Toys for Tots by entering codes found on 13 participating Coca-Cola products. The points will be awarded to Toys for Tots. Coca-Cola also is donating $120,000 to Toys for Tots; the money will be divided between eight cities across America.

“Coca-Cola has been an uplifting and magical part of the holiday season for decades, just like Toys For Tots,” said Stuart Kronauge, VP Coca-Cola trademark brands for Coca-Cola North America. “With our My Coke Rewards points donation drive, we’re offering people a simple way to support Toys For Tots and celebrate the spirit of giving. Through the generosity of My Coke Rewards members, together we’ll help make the holidays special for families in need.”

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WhoopAss receives BevNet honor for product relaunch

BY Allison Cerra

SEATTLE — Jones Soda received a nod for its product revamp of the company’s WhoopAss energy drink.

At BevNet Live Winter 2010, Jones Soda was awarded BevNet’s 2010 best product revamp honor.

Jones relaunched its WhoopAss energy drink earlier this year with new packaging and functional ingredients. Each 16-oz. can of WhoopAss retails for $2.39 each.

"We knew the immense potential and equity we had in the WhoopAss name and concept, but the flavor, ingredients and graphics had become outdated as the energy drink market evolved," Jones Soda CEO Bill Meissner said. "With the revamped offering, we’re delivering an all-new face for the brand, and we believe the changes will help make WhoopAss a major player in the $5 billion energy drink category."

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