Grocery Industry
CHICAGO - January 14, 2002 -- In a new partnership with Crayola, Cap'n Crunch Cereal is asking kids to vote for their favorite new Crunch Berry among three new wild colors, one of which will become the new fourth permanent berry color. The three new Crunch Berry colors are inspired by Crayola crayon colors: screamin' green, outrageous orange and unmellow yellow. The new packaging, which taps into kids' desire for fun and fantasy will feature - for the first time ever - a colorable Cap'n on the front and a kid-friendly, colorable back panel on selected boxes. Kids get to pick their favorite color on www.Crayola.com, or they can mail in the cut out ballot printed on every box. The cool new boxes hit shelves this January for a limited time only. "Kids will find excitement on the box and in the bowl with these new wild Crunch Berries," said Natasha Brown, Marketing Assistant. "Our colorable package will generate imagination and creativity while allowing kids to personalize their own cereal boxes," says Natasha. Every box includes a coupon for $.75 off a 64-count box of Crayola crayons or Crayola's new Gel FX markers. "The Cap'n Crunch Brand team frequently develops product news linked with compelling partners," said Natasha. "That's what kids want." Crunch Berries, introduced in 1967, was originally made with only one berry color - red. In 1996, two new wild colors were introduced, teal and purple. Next year, the fourth new permanent berry, that kids helped choose, will be added to the bunch. # # #
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