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Baby Carrots Take On Cheetos In Battle For School Lunch Box Space

August 30, 2010: 01:32 AM EST
Bolthouse Farms and 50 confrère carrot growers are launching a quirky $25 million marketing campaign to get parents and school kids interested in replacing salty junk food snacks with baby carrots in lunch boxes this fall. A $1 billion market, baby carrots have suffered lately from the effects of the economic downturn, but growers hope to reverse that by tackling the $18 billion salty snack food industry. The campaign features a number of carrot-marketing innovations, including small colorful snack bags, hip school vending machines, clever new slogans, and TV ads that show baby carrots as “extreme, futuristic and even, yes, sexy.” Frito-Lay says it doesn’t feel threatened by the new campaign, and in fact welcomes it: "We applaud any effort to provide consumers with a wider range of snacking options."
Bruce Horovitz, "Baby carrots take on junk food with hip marketing campaign", USA TODAY, August 30, 2010, © USA TODAY, a division of Gannett Co. Inc
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