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    Mike and Ike Brand Throws Support Behind a ‘Sweet Cause’

    Funds will go to Alex’s Lemonade Stand Foundation to battle childhood cancer.

    Mike and Ike Lemonade Blends and Italian Ice varieties from Just Born Inc. will participate in the “Support A Sweet Cause” promotion through floor displays highlighting support for Wynnewood, Pa.-based Alex’s Lemonade Stand Foundation, which aims to find a cure for childhood cancers, and the chance to win prizes.

    Rolling out nationally to stores in 72-count and 96-count sizes, the displays will feature tearpads to drive consumers to mikeandike.com, where they can enter for the opportunity to win more than 1,000 music-related prizes over a 24-week period. Prizes will include MP3 players, video game accessories, music downloads and a digital tablet. The displays will be in stores from April through August, with the contest ending Sept. 30.

    The 72-count display will offer small Lemonade Blends and Italian Ice theater boxes, while the 96-count display will hold 2.12-ounce Lemonade Blends and Italian Ice pouches.

    “This Mike and Ike Lemonade Blends and Italian Ice promotion is bound to excite our fans,” said Linda Biondo, the Bethlehem, Pa.-based candymaker's assistant brand manager for Everyday Brands, including Mike and Ike, which has been around since 1940. “In addition to enjoying these great-tasting products, a portion of the proceeds from the Mike and Ike Lemonade Blends variety will be donated to a very worthy cause -- Alex’s Lemonade Stand Foundation. Candy fans can also register for a chance to win terrific music-themed prizes at mikeandike.com.”
     

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