THE cola wars were so 20th century. Now, Madison Avenue is leading the charge in a series of battles involving food products that are meant to be perceived as healthier fare.
The fights are being waged among competing brands in fast-growing categories like hummus, energy bars, teas, juices, nuts, yogurts, oatmeal and pita chips. Soy milk can be added to that list, too, as a brand called 8th Continent challenges the market leader, Silk.
A campaign getting under way for 8th Continent includes advertising on Web sites like Cafe Mom and iVillage and on so-called mommy blogs, a presence in social media like Twitter and Facebook, contests and other promotions, a packaging redesign and materials in stores.
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