January 15, 2021
Consumer Brands Association SmartBrief
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Company Watch
Kellogg targets keto market with new Kashi cereal
Kellogg's Kashi brand is rolling out a keto-friendly cereal offering 12 grams of plant-based protein and 1 gram of sugar per serving. The Kashi Go grain-free line includes two flavors: dark cocoa and cinnamon vanilla.
Full Story: FoodBev (1/14) 
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Clorox's Hidden Valley Ranch brand has launched a vegan version of its classic ranch dressing. Hidden Valley Plant Powered Ranch is available in select retail locations with a nationwide launch to follow in April.
Full Story: Food Business News (free registration) (1/14) 
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Zico founder Mark Rampolla has acquired the coconut water brand back after selling to Coca-Cola in 2013, as the brand fell victim to a portfolio downsizing by Coca-Cola last year. Rampolla said he plans to rebrand the beverage as Zico Rising and rebuild its previous retail relationships.
Full Story: The Wall Street Journal (1/14) 
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Skin health is a top issue for consumers, with 62% stating the coronavirus pandemic has caused more problems with their skin such as dryness and itchiness, according to a Harris Poll conducted for L'Oreal's CeraVe brand. The study also finds 67% have resolved to adopt a skin care routine in 2021, and CeraVe has responded by offering tips on the brand's social media accounts.
Full Story: Drug Store News (1/14) 
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SmartBrief Originals
Most Clicked: Take a look at this week's hottest food and beverage industry stories with SmartBrief's Top 10 list.
An update on discount grocer Save A Lot's turnaround efforts and Post's new snack line based on two cereal brands made this week's Top 10 list. Ben & Jerry's new dessert for dogs and Pepsi's Super Bowl advertising game plan also interested SmartBrief's food and beverage readers.
Full Story: SmartBrief/Food & Travel (1/15) 
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Featured Content
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    Corporate Social Responsibility
    Unilever's Magnum ice cream brand has proven its commitment to a circular economy by using more than 352,000 pounds of recycled plastic in its tubs since August. Unilever partnered with chemical producer SABIC to develop the first food-grade packaging solution that incorporates recycled polypropylene content, said Sanjeev Das, Unilever's global packaging director of foods and refreshment.
    Full Story: Packaging World online (1/14) 
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    Advertising & Marketing
    PepsiCo releases teaser for Cheetos Super Bowl ad
    PepsiCo's Frito-Lay unit has recruited actor Ashton Kutcher to star in a teaser spot for its Cheetos Crunch Pop Mix Super Bowl ad. Kutcher appears shocked while rifling through evidence photos and discovering an empty Cheetos Crunch Pop Mix bag.
    Full Story: Marketing Dive (1/14),  Ad Age (tiered subscription model) (1/14) 
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    The coronavirus pandemic-related increase in omnichannel shopping will increase this year and beyond, particularly in the grocery space, said Jon Halvorson, vice president of consumer experience at Mondelez. "This pandemic is going to teach and engrain new behaviors," added Halvorson.
    Full Story: Campaign US (tiered subscription model) (1/14) 
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    Ajax gets new look for European market
    Colgate-Palmolive has teamed with design company JAM to revamp its Ajax packaging to appeal to the European market. Modifications include a cleaner logo, increased white space and lighter hues to emphasize a brand and purpose that resonates with the European consumer, said JAM founder Peter Johnson.
    Full Story: Adweek (1/15) 
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    Consumer Brands News
    1.7 million CPG workers make up the frontline, from manufacturing to trucking and facility maintenance. Their essential work is critical to Americans' ability to stay home during the pandemic and Consumer Brands is committed to keeping the industry informed on the latest guidance, engagement opportunities and state activity as the race to vaccinate continues. Visit our new vaccine hub.
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    The Consumer Brands Association is privileged to represent the industry whose products Americans rely on every day. That privilege took on new meaning when the COVID-19 pandemic struck and CPG faced extraordinary challenges. Read more about how Consumer Brands supported the industry in 2020 so it could continue to deliver for American consumers and join us in 2021 to help us build a stronger CPG for many more years to come.
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    In hindsight, the association we launched one year ago was better prepared to weather challenges and support the industry as it supported homebound Americans because of the steps we took at the outset.
    Geoff Freeman, CEO, Consumer Brands Association
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    Editor's Note
    A summary in Thursday's issue of Consumer Brands Association SmartBrief should have stated that PepsiCo's 2040 target carbon neutrality goal is 10 years earlier than the Paris Agreement requirements. PepsiCo did not issue a carbon neutrality goal for 2050. SmartBrief regrets the error.
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    SmartBrief will not publish Monday
    In observance of Martin Luther King Jr. Day in the US, SmartBrief will not publish Monday. Publication will resume Tuesday.
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    Connect deeply with others. Our humanity is the one thing that we all have in common.
    Melinda Gates,
    philanthropist, advocate for women and girls
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