Dairy Brands Tame Summer's Heat in This Week's FSIs

By James Carper

Dannon makes-over playgrounds, Jamba cools off with yogurt smoothies, J&J Foods touts its Luigi's Italian ice brand in this week's free-standing inserts.

FSI report for the week beginning Aug. 14, 2011

Make-at-home yogurt smoothies and real Italian ice might be just the treats for youngsters coming home from the playground, suggest dairy marketers in this week's free-standing inserts.

Dannon's Danimals brand kicks off a playground makeover program (the "Rally For Recess") and an instant-win game. Both began on Aug. 1 and run to Jan. 31, 2012. Codes are found under the overwrap of packages of Danimals Smoothie, Crush Cup, Double Crush Cup and Coolision products.

Shoppers find their schools online and enter the product code. Schools are divided into five groups, based on student enrollment -- GROUP 1 (Badger League): 1–200 students; GROUP 2 (Wildcat League): 201–400 students; GROUP 3 (Gator League): 401–700 students; GROUP 4 (Bear League): 701–1,000 students; and GROUP 5 (Rhino League): 1,001 and more students. Schools with the highest points total receive a playground makeover/upgrade (which can be awarded as a $20,000 check) and an all-day recess party for the students, which includes interactive activities and refreshments. Interactive activities for recess party may include, without limitation, a climbing wall, a dunk tank, an obstacle course, and a large slide.

The instant-win game consists of 23 first-place prizes (a street hockey stick valued at $25); 69 second-place prizes (either a basketball, soccer ball, or flag football set, randomly awarded, valued at $20); and 99 third-place prizes (a kickball or Wiffle ball set, valued at $10).

The FSI, which bears the Labels for Education logo, touts these features of the yogurt:

No high-fructose corn syrup
No artificial colors or flavors
Good source of calcium.

In other FSI activity:

Inventure Foods' Jamba promotes its make-at-home smoothies, sold in the grocer's freezer. The FSI calls the drink "the perfect belnd of fruit, non-fat yogurt and an antioxidant boost." It notes the drink contains 100% of the daily value of Vitamin C and directs readers to its website.

J&J Snack Foods states "Enjoy the final days of summer!" with its Luigi's real Italian ice and Pretzel Dogs snacks.

General Mills' Yoplait touts the protein content of its Greek yogurt.

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Jim Carper is the former editor-in-chief of Dairy Foods.