Tagline for Rice Treats Was Month Old

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NEW YORK (AdAge.com) -- A month after its debut, PepsiCo's Quaker Foods & Beverages unit pulled the "Snack your butt off" ad tagline used for its Quakes rice snacks in favor of a new theme: "Go ahead. Snack away."

A company spokeswoman said the original tagline had received "under 50 complaints" but the shift was made to be more in keeping with the brand and its gatekeeper mom target.

Interpublic Group of Cos.' Foote, Cone & Belding Worldwide, Chicago, handles Quakes.

Separately, Quaker and pharmaceuticals marketer Novartis disclosed they terminated Altus Food Co., their joint venture to create and market food products with added health benefits, at the end of last year.

Altus was created two years ago. Quaker was acquired by PepsiCo last year.

A Quaker spokesman said it's not been determined what will be done with products developed under the Altus banner, including the cholesterol-reducing Take Heart line and Women's Individual Nutrition (W.I.N.), both launched into test market last summer.

The story was reported in the Chicago Tribune on Friday.

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