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Marking the biggest product launch in its 117-year history, Beech-Nut Nutrition Corp. has introduced Let's Grow!, a full line of toddler food that will be the first to feature Beech-Nut's "No Junk Promise" -- a pledge that the product offers the best possible nutrition without such additives as high-fructose corn syrup, excessive sodium, and added refined sugar.
The launch is part of Beech-Nut Advancing Nutrition, the company's commitment to strict nutritional guidelines in providing food for infants and toddlers, as well as developing innovative grocery store offerings.
"At Beech-Nut we saw a need in the toddler aisle for a product that fit within today's on-the-go families without sacrificing nutrition," noted Beech-Nut president and c.e.o. Christoph Rudolf. "We want to offer new products that reflect our promise of advancing nutrition, while remaining convenient for Mom's busy lifestyle."
The line consists of 19 all-natural products with added vitamins and minerals and made with real fruits and vegetables. Among the products are three product groups that Beech-Nut says are new to the toddler category: toddler cereal, yogurt-covered whole grain snacks, and seven grain snacks.
Additionally, packaging for the Let's Grow! Line, which shows an outdoor world incorporating each of the 19 foods into its respective labels, was created to be a gentler departure from the distracting designs often found in the toddler food section.
The new line will be supported by television advertising -- a toddler first for the manufacturer -- along with print advertising, direct mailers, coupons, promotions, in-store merchandising, and online and public relations components to drive awareness and trial.
Last year the company launched Good Morning & Good Evening and DHA plus+, two lines of specially formulated jarred and dry cereal foods for babies, and new Easy Pour packaging for its cereal products.
A subsidiary of Hero Group of Lenzburg, Switzerland, Latham, N.Y.-based Beech-Nut is the No. 2 baby food brand in the United States.