Pepperidge Farm will roll out a new advertising campaign featuring its line of whole-grain breads and crackers, but instead of highlighting how healthy they are, the bakery will focus on taste. "People will buy a product once for its stated benefits, but they will never buy it again if it doesn't taste good," one consultant said.
Health insurer Humana says it is teaming up with retail giant Wal-Mart in a major expansion of Humana's sale of prescription drug coverage for seniors, offered through the Medicare Prescription Drug Improvement and Modernization Act of 2003. Plans call for Humana to administer the prescription program, which will be offered as a co-branded prescription drug card through Wal-Mart and Sam's Club stores.
Interstate Brands will launch "White Bread Fans 100% Whole Grain"
bread in July, a white-like bread that uses the bran, germ and endosperm of an
albino wheat variety to appease consumers who are hoping for whole-grain
nutrition but unwilling to sacrifice the taste and texture of white bread. A Cornell University food researcher suggests the new bread could "succeed in bringing
back the disenfranchised customer."