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By Bill Thomson

3 young ones find a magical bag of chalk on a wet day

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Another example is in Frito-Lay, where we offer 12 sacks, which are 12 ounces in individual 1-ounce bags. ” That section of the business is growing by leaps and bounds. We are one of three companies to say we are going to go to total calorie labeling on all of our single serving products, and that will be up to three racks or four racks, depending on what category it is, but we are in the process of putting that in place. We are doing a lot in schools, but the emphasis on schools is getting our healthier products in distribution.

Absolutely, and that is why we are putting the resources into it. We also have the three best brands in nutrition from a consumer’s point of view: Quaker, Tropicana, and Dole, along with Gatorade, which is number seven. We also have leading share positions in a lot of these market segments, which is why we are willing to go after it, because we have an opportunity to further our share position. Our whole approach is about determining what we can do that is at the intersection of business interest and public interest.

DR. DIETZ: Let me just add that two of the partners, the Disney Channel and Nickelodeon Channel, provided additional advertising at their cost, pro bono. MR. LEACH: I would just say that $125 million is a really strong advertising effort. There are not too many brands that are spending at that rate. There are a few, but that is a high figure. This year we are going to spend about $26 million on our Smart Spot program. We are budgeting for this campaign as we would for any new product launch. Obviously, in addition to that, we are doing a whole lot of brand advertising as well.

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