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Kashi Co.; Gaiam Inc., a distributor of lifestyle media and fitness accessories; and activist, producer and health-and-wellness expert Trudie Styler (better known to some as the wife of rock star Sting) have launched a partnership to continue providing consumers with opportunities to enrich their personal development and adopt a natural lifestyle.
The three-phase partnership, which debuts this month exclusively at Target stores across the United States and in December at all retail locations that carry Kashi products, encompasses a variety of cross-promotions, among them samples and on-pack visual instruction from Gaiam's popular five-DVD Trudie Styler mind, body and fitness series.
The initial launch in Target stores offers Gaiam's Trudie Styler “Yoga Sampler” DVD free inside Kashi GOLEAN Crisp! Toasted Berry Crumble cereal, GOLEAN Crunch! cereal, GOLEAN cereal, and GOLEAN Crunch! Honey Almond Flax cereal. The sampler contains a 20-minute express workout demonstrating yoga and Pilates exercises.
The second phase of the partnership, which bows in December, provides consumers with a visual instruction on the back panel of GOLEAN cereals for a fast Trudie Styler energy-boosting routine including five poses from her fitness series.
In the partnership’s final phase, beginning in January 2011 exclusively at Target, those buying Gaiam DVDs will receive a coupon for $1 off Kashi cereals.
“We feel strongly about working with companies that are in line with Gaiam's goals of continually providing consumers with a variety of healthy and active lifestyle options, which we feel this partnership fulfills,” noted William S. Sondheim, president of Boulder, Colo.-based Gaiam.
“Working with Gaiam feels like a natural fit,” added Jeff Johnson, senior nutritionist and natural lifestyle expert at Kashi, a division of Battle Creek, Mich.-based Kellogg. “While we are proud to offer great-tasting, natural foods that deliver positive nutrition and enables people to live their best lives possible, our larger goal is to lead them on a journey toward embracing natural living, which is what this partnership truly represents.”