Fleishman to help PepsiCo highlight healthy products

PURCHASE, NY: PepsiCo, working with the Chicago office of Fleishman-Hillard, has launched a major consumer education effort spotlighting healthy food and beverage products it makes.

PURCHASE, NY: PepsiCo, working with the Chicago office of Fleishman-Hillard, has launched a major consumer education effort spotlighting healthy food and beverage products it makes.

The company on July 29 unveiled its new green Smart Spot symbol, which it will put on more than 100 products that it says contribute to healthier lifestyles.

It used guidelines from the Food and Drug Administration and the National Academy of Sciences to determine which products should carry the new symbol, said Mark Dollins, PepsiCo VP of PR.

In addition to a press conference at its Frito-Lay headquarters in Texas to announce the program, Pepsi also is launching a new website, smartspot.com, to promote the new symbol, which will begin appearing on Pepsi products on September 1. The back of each product will carry an explanation of why it has the Smart Spot symbol on it.

Some of the products carrying the new symbol will be Diet Pepsi, Baked Lays potato chips, and Gatorade.

A VNR about the program was sent out last Monday. PepsiCo plans more PR around Smart Spot in the fall, Dollins said.

Pepsi, like many food and beverage companies, has been criticized for contributing to the nation's obesity epidemic.

Pepsi used the Smart Spot press conference to discuss the range of company efforts in health and wellness, Dollins said.

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