Food Business News - Jun 28, 2005 - (Page 1)

FoodBusinessNews June 28, 2005 NEWS, MARKETS AND ANALYSIS FOR THE FOOD PROCESSING INDUSTRY Lenny elected chairman of G.M.A. 12 Bar category innovation Health claim conundrum General Mills tells kids to 'Choose Breakfast' MINNEAPOLIS - General Mills is launching a new, non-branded advertising initiative targeting children and promoting the nutritional benefits of breakfast. The "Choose Breakfast" campaign is the company's largest advertising effort ever n terms of its annual reach to children. "We have taken our insights on how to communicate health to kids and developed advertising that will impact children in a positive way," said Mark Addicks, General Mills' chief marketing officer. The campaign was created by Saatchi & Saatchi, New York, and will run for a full year reaching more than 80% of the children in the U.S., according to the company. The 10-second spots will be paired with 20-second versions of General Mills children advertising. The spots will run in rotation on all General Mills child-oriented cereal brands, including Cinnamon Toast Crunch, Lucky Charms, Cocoa Puffs and Trix. Ads for cereals such as Honey Nut Cheerios that are advertised on children's programming also will be tagged with the Choose Breakfast ads. "This is exactly what a leader in the food industry should be doing," said Elizabeth Lascoutx, vice-president and director of the Children's Advertising Continued on Page 16 Looking to reenergize candy sales Candy-makers are expanding into the energy and fitness markets highest since 2001. CHICAGO - Fitness is not a word that comes to mind when thinking about candy. For decades, candy was viewed as the ultimate source for athletes and others looking for a quick energy boost. First to energy bars and then to energy drinks, candy has lost this position over the last two decades. But several exhibitors at this year's All Candy Expo indicated that confectionary products may regain its energy source status by taking a page from the new-age playbook. One impetus for confectioners to consider these new markets is the growth of the beverage industry's energy segment. The success of drinks such as Red Bull, Hansen's Monster, Rockstar and SoBe's No Fear products have created a market segment worth $991 million, according to the Beverage Marketing Corp., New York. Confectioners now are angling for a share of the segment. "We're out to create the Red Bull of the breath mint category," said Shaun Park, director of marketing for Warp Micro, sugar-free hyper-charged mints. "Beverage companies are coming out with one energy drink after another. We thought why does it always have to be a beverage? Why not bring the energy concept to a completely new category?" The "new category," as Mr. Park calls it, is growing quickly. The exhibition floor at the All Candy Expo featured a slew of product introductions, including products Continued on Page 18

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Food Business News - Jun 28, 2005