MINUTE MAID NOW A SOURCE OF CALCIUM
By Adnews Staff
The Minute Maid Company Canada Inc. of Toronto is launching a new orange juice with a twist, made with pure orange juice from concentrate and modified milk ingredients to act as a source of vitamin C, folic acid and calcium. "You get the same amount of calcium in a glass of Premium Calcium Rich orange juice as in a glass of milk," Minute Maid Co. Canada's marketing manager, Silvio Annosantini told Adnews yesterday. The new Premium Calcium Rich Orange Juice made its way onto supermarket and grocery store shelves in March. An advertising campaign, breaking this week, is being used to promote the new juice. The campaign will begin with national print ads in daily newspapers, followed by magazine and television advertising as well as in-store sampling. The campaign was created by Leo Burnett Co. Ltd. of Toronto. A new package design featuring the color blue is also being used to distinguish Premium Calcium Rich Orange Juice from other Minute Maid products. The package design was created by Werle Design of Toronto.