NUTRITION ENTERTAINMENT
ng to bring nutrition from the television to the table, Yum Yum Studios here will launch Food Safari, a home video series designed to excite and inform children about good nutrition. The first two titles, "Food Safari: Breakfast" and "Food Safari: Lunch," feature Chef Beary Good and Sprinkle traveling through factories and orchards in their quest for knowledge about food. To support the series, Yum Yum Studios plans to play the series in select supermarkets, as well as include endcaps and freestanding displays for 44 and 36 video counts. Additionally, it plans to send nutritionists to service community outreach programs to teach good eating habits to children through the use of the videos, as well as work with retailers to include the videos in their children's programs. The two "Food Safari" titles will be sold in the produce sections of retailers nationwide, with a suggested retail price of $12.99 for VHS and $14.99 for DVD.
PLAYING WITH FIRE
PARSIPPANY, N.J. -- Hoping to spark consumer interest, Cadbury Adams has launched www.dentynefireandice.com, a Web site dedicated to promoting the new Dentyne Fire and classic Dentyne Ice pellet gums. The Web site provides information on brand promotions, product information and upcoming television commercials. Freestanding inserts and point-of-purchase signage, as well as television spots featuring Latin pop star Chayanne, will support the launch. The site will be used to provide information on current promotions such as "Lunch with Chayanne," a sweepstakes giving away a trip to Miami for a lunch with Chayanne. Other promotions "Spark a Little Romance," another sweepstakes giving away a grand prize of dinner and a movie for two.
BUILDING IRONKIDS
ST. LOUIS -- Brand Enterprises here has launched IronKids Vitamins, the only children's vitamin to include whey protein, the company said. Available in three formulas -- Complete, Extra Calcium and Extra Vitamin C -- IronKids Vitamins are intended for active kids who are unable to get adequate nutrition throughout the day. To support the launch, Brand Enterprises will be holding weekly contests on its Web site, www.ironkidsvitamins.com. The contest, aimed at kids, asks consumers to write a paragraph explaining "what it means to be an IronKid," and offers winners a pair of IronKids sunglasses by FosterGrant, or an IronKids watch by Timex. Additional promotions include coupons offered on the Web site and tie-ins with IronKids bread, which had previously been licensed to Sara Lee Bakery Group. Ironkids Vitamins are available in packages of 60 chewable tablets.
