St. Louis: Russell Stover Candies has hired Ink Public Relations for a six-month assignment to generate media interest in a new line of low-carbohydrate chocolate candies.
The new product line, which will be available in bags, boxes, and bars, is aimed at women over 35 and others on low-carbohydrate diets, said John O'Hara, Stover VP of marketing.
Ink will stress the good taste and health aspects of the new products. They have already been included in a taste-testing event on ABC's The View, and Dick Grove, CEO of the pay-for-placement agency, said more such events are planned.
The company is positioning the new line as snack chocolates rather than going after the meal-replacement market occupied by other low-carb products.
Those interested in low-carb diets tend to read a great deal about diets, O'Hara said. Getting placement in stories about low-carb diets will give the line credibility in that market, he added.