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 WINSTON-SALEM, N.C., Oct. 14 /PRNewswire/ -- One of America's favorite candies is on a roll.
 Life Savers candies are now available in two exciting new flavors. Life Savers Tangy Fruit Swirls, a collated roll of four double-fruit flavors, and Hot Cin-O-Mon, a mouth-watering roll of drops, are just part of the news for the 81-year-old candy.
 Trish McHale, group product manager for Life Savers candies at the LifeSavers Division of Nabisco Foods Group, says the new flavors are part of a project to update the venerable brand.
 "America has made Life Savers the No. 1 hard roll candy," says McHale. "New flavors, a new look and new promotions will give our consumers more to enjoy and will introduce a whole new generation to Life Savers candy."
 The new flavors will replace Fancy Fruits and Cin-O-Mon, a pressed-mint roll. Other new flavors are also in the works. The company is revitalizing Tropical Fruits by replacing its coconut and pineapple flavors with pina colada and fruit punch flavors.
 "The candy packaging is also getting a new look," says McHale. Rolls of the candy sport a new label that emphasizes the familiar white Life Savors logo on a solid blue shield. Also, the new labels have brighter, more contemporary colors and clearer flavor designations.
 McHale says the change should allow consumers to spot Life Savers candy on a rack more quickly.
 LifeSavers also has announced a joint promotion with the country's hottest video game manufacturer. Life Savers candies and Sega of America, Inc. are introducing "Sonic The Hedgehog Spinball(TM)," "Sonic Chaos(TM)" and "Sonic CD(TM)," SEGA's newest video games, with an instant-win promotion and wrapper redemption.
 "Sonic the Hedgehog collects gold rings in the SEGA video game," says McHale. "The ring shape of our candies is a natural tie-in."
 The LifeSavers Division has produced more than 33 million rolls of Life Savers candies with wrappers containing information about the promotion. Life Savers Wild Flavors rolls now have a picture of Sonic The Hedgehog Spinball, SEGA's newest video game, on the label.
 In the instant-win game, "you are a winner" appears on the inside of the outer paper wrapper of 1,000 rolls of Tangy Fruits, Wild Sour Berries and Tangy Watermelon Life Savers. Instant winners receive their choice of a SEGA Genesis(TM), SEGA Game Gear(TM), or SEGA CD(TM) Game System. No purchase is necessary in the instant-win game.
 The joint promotion also includes a mail-in rebate offer. Consumers can collect any 10 full-size Life Savers candy wrappers and send them along with their receipt from the purchase of a SEGA product and an official rebate form and receive a $10 mail-in rebate. Official rebate forms are available at participating retail locations.
 Tom Abramson, director of promotions for Sega of America, Inc., says the promotion will benefit both companies.
 "SEGA is outpacing its competitors in the video game industry. By capitalizing on SEGA's popularity and its newest video game, Sonic The Hedgehog Spinball, as well as the popular Life Savers candies, the promotion has a broad appeal for both younger and older consumers."
 "Life Savers candy has stood the test of time, but we can't stop there," McHale says. "We're going to keep the brand fresh and new by continuing to update flavors and offer exciting promotions."
 -0- 10/14/93
 /CONTACT: Rick French of Rockett, Burkhead, Lewis & Winslow, 919-848-2625, for LifeSavers Division, Nabisco Foods Group, or Harriette Knox of LifeSavers Division, Nabisco Foods Group, 919-741-3833/

CO: LifeSavers Division, Nabisco Foods Group; Sega of America, Inc. ST: North Carolina IN: FOD SU: PDT

JM -- CHFNS2 -- 1997 10/14/93 07:56 EDT
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Publication:PR Newswire
Date:Oct 14, 1993

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