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Hain Celestial & Heinz

This article was originally published in The Tan Sheet

Executive Summary

Health Valley Great Awakenings soy milk from natural foods marketer Hain and ketchup giant Heinz will reach refrigerator sections of mass and grocery stores nationwide by spring 2001. The three flavor line - original, chocolate and vanilla - is being test-marketed in Denver and Minneapolis, where a 32 oz. size retails for $1.99. The product will be supported by in-store and event sampling; TV and print ad details are forthcoming, the companies say. The product is Heinz' first major natural foods venture in the collaborative initiative with Hain Celestial Group. Under the agreement, Heinz will handle sales and marketing of all Hain brands, including Celestial Seasonings teas, into club store channels beginning in September

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