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Planters, 'Men's Health' Launch Co-Branded Nuts

Apr 17, 2012, 11:36 AM
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Kraft Foods' Planters and Rodale's Men's Health magazine have partnered to launch Planters Nut-rition Men's Health Recommended Mix.

Planters senior brand manager Scott Marcus told Ad Age that Planters has been talking with Men's Health for years about men's healthier eating behaviors, and the new mixed-nuts product was a response to a need for health snacks for men.

Marketing for the product's launch includes an ad on the back cover of Men's Health's May issue and a TV spot to air on networks including ESPN, Fox News, MSNBC and TBS.

The magazine has previously lent its name to a Carl's Jr. turkey burger and a Microsoft Kinect video game, and also publishes books including "Eat This, Not That!" and "The Men's Health Diet."

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