PepsiCo taps Aquafina for India
[bombay] PepsiCo and other marketers are introducing their bottled water brands to India, where the need for pure drinking water is increasing. PepsiCo is test-marketing U.S. brand Aquafina. Evian already is available in India, while Britannia and Perrier are close to launching purified water brands. "With Aquafina, we will meet a longstanding consumer need for water they can trust at affordable prices," said P.M. Sinha, chairman of PepsiCo India Holdings.
Raisio tests anti-cholesterol cereal
[helsinki] Raisio, one of Europe's leading producers of functional foods, is test-marketing a new grain-based breakfast cereal in its home market of Finland, ahead of a decision for a European or global launch. Elovena Plus Porridge combines oat flakes and high-fiber oat bran. The cereal is rich in beta-glucan, a fiber that reduces cholesterol levels, according to Raisio's research. In 1997, the U.S. Food & Drug Administration approved the use of health claims associating beta-glucan fiber in oats with cholesterol-lowering benefits. Raisio already markets internationally the cholesterol-lowering Benecol margarine spread.
Mr. Pinhead makes point for papers
[toronto] The Canadian Newspaper Association is using a pinhead to promote newspapers to young people. In a campaign created by Ranscombe & Co., a cartoon character called Mr. Pinhead spews catchy but ridiculous one-liners, including his observations on euthanasia ("It's important for kids to travel") and the Internet ("I hate fishing"). The goal is to illustrate humorously the importance of keeping up with the news and to prompt young people to start reading daily