The first product line developed by Campbell Canada's new Nutrition and Culinary Institute has five varieties, including Creole Chicken and Indian Vegetable Masala. Ignite claims a high protein content to help build and repair muscle tissue after exercise, 16 essential vitamins and minerals, and low enough fat and sodium content to qualify for the Heart and Stroke Foundation of Canada's Health Check logo.
Ignite will be promoted through ads from Omnicom Group's BBDO Canada, point-of-purchase support by Accumark, a national sampling tour by Inventa and public relations by Environics Communications. Ignite is also sponsoring the Campbell's Ignite Caledon Triathlon, a weekend of triathlons in late July. There are no immediate plans to take Ignite to the U.S. or other markets.