Smart Balance, the US maker of “heart healthy” foods, has signed a global agreement with the Best Life Corporation to develop a Bestlife brand for the US market.
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The brand, the company said today (17 October), will comprise of food and beverage products that offer “nutrition and convenience”.
The deal, a venture between Smart Balance and Bob Greene, creator of the Best Life healthy lifestyle programme, will grant the company exclusive rights to the Bestlife brand across all food and beverage categories as well as the ability to sublicense the brand to other marketers by category.
In addition to the Bestlife brand, many of the company’s Smart Balance products will continue to participate in the current Best Life seal of approval programme along with other existing programme participants.
Products currently bearing the Best Life label are those containing ingredients such as whole grains, healthy fats, fiber, vitamins and minerals while reducing or removing ingredients such as saturated fats, trans fats, sodium, and sugar.
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By GlobalData“I am delighted to announce our partnership with Bob Greene that will bring his fitness and nutrition vision to life through a broad range of great tasting products to enhance healthy living,” said Stephen Hughes, Smart Balance chairman and CEO. “The Bestlife brand enables us to leverage our unique business model and innovation platform to offer a popularly priced wellness brand appealing to a wide range of consumers that will complement our premium Smart Balance brand.”
The company has incorporated the development of the Bestlife brand in its plans and outlook for 2010.
