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[05/04/11 - 10:59 AM]
NBCUniversal TV Consumer Products and Walgreens Team to Introduce Exclusive New Line of Consumables
The "Biggest Loser"-themed ready-to-drink shakes and meal bars are "designed to provide an excellent source of nutrition for people on-the-go."

[via press release from NBC]

NBCUNIVERSAL TV CONSUMER PRODUCTS AND WALGREENS TEAM TO INTRODUCE EXCLUSIVE NEW LINE OF CONSUMABLES

"The Biggest Loser" Branded Meal Bars and Shakes Hit Walgreens Stores Nationwide in May

UNIVERSAL CITY, CA - May 3, 2011 - NBCUniversal Television Consumer Products and Walgreens are teaming to introduce an exclusive line of "The Biggest Loser" branded meal alternative bars and shakes. The delicious, protein-rich products will be offered in all of the more than 7,600 Walgreens stores nationwide beginning in May. Made with high quality natural ingredients, the ready-to-drink shakes and meal bars are designed to provide an excellent source of nutrition for people on-the-go. The products have been developed with the guidance and oversight of "The Biggest Loser's" nutrition expert, Dr. Michael Dansinger, to achieve the highest nutritional standards. "The Biggest Loser" shakes and bars are licensed through NBCUniversal Television Consumer products and Reveille LLC, the company behind "The Biggest Loser."

The ready-to-drink meal shakes come in two flavors, milk chocolate and creamy vanilla. Specially designed to help satisfy hunger, each single serving shake contains 10 grams of protein. They are an excellent source of fiber, vitamin D, vitamin C, calcium and contain 22 additional vitamins and minerals. They are also low in sodium and contain no preservatives, artificial flavors or added colors. The meal bars come in four flavors, including: banana nut bread, chocolatey coconut, cinnamon apple turnover and peanut butter chocolate chip. The bars each contain 10 grams of protein and a half serving of fruit - with ingredients including dates, raisins and soy. They are also an excellent source of vitamin D and contain no preservatives, artificial flavors or added colors.

Boomerang Brands serves as the brand management company bringing the "The Biggest Loser" products to market for Walgreens and JTMG is the agency of record for NBC programming. Both companies played an integral part from the initial concept through market realization and will continue to be involved with ongoing marketing initiatives and growth.

"We created these outstanding Biggest Loser protein shakes and bars specifically for people who want to harness the power of natural foods and ingredients to maintain a healthy body weight, stay strong, and live life to the fullest," said Dr. Dansinger. "We know that people will find them to be a satisfying and practical way to help them meet their health goals."

"Dr. Dansinger's involvement in the creation of this new line was critical," said Kim Niemi, Senior Vice President, NBCUniversal Television Consumer Products Group. "We worked very closely with Dr. Dansinger, Boomerang Brands and Walgreens to achieve an on-the-go meal alternative product line with high nutritional standards without compromising on taste. The result is a delicious line of shakes and bars that can help people adopt a healthier lifestyle."

"We offer a broad selection of food and snacks for our health-conscious customers and these products provide a convenient 'good-for-you' option at a competitive price," said Bryan Pugh, Walgreens vice president of merchandising. "The addition of this line also complements the many health and wellness programs and initiatives we're bringing to our stores to help consumers stay well."

The Biggest Loser products were first unveiled on April 6 in New York City at a launch event for the Walk with Walgreens program. The event was hosted in part by The Biggest Loser host, Alison Sweeney, who is a national spokesperson for Walk with Walgreens.

About "The Biggest Loser"

"The Biggest Loser" airs on NBC Tuesdays at 8 pm (ET). The first reality series where everybody "loses," "The Biggest Loser" challenges and encourages overweight contestants to shed pounds in a safe and recommended manner through comprehensive diet and exercise as they compete for a grand prize of $250,000. Hosted by Alison Sweeney, the series provides the contestants with challenges, temptations, weigh-ins and eliminations until the final contestant remains to claim the title of "The Biggest Loser." Each team works out under the supervision of professional trainers Jillian Michaels and Bob Harper. "The Biggest Loser" is a production of Reveille LLC, 25/7 Productions and 3 Ball Productions.

Beyond the U.S. where more than 100 episodes of the show have aired, "The Biggest Loser" has become a worldwide hit appearing in over 90 countries and produced in 28 countries. Since its debut in 2004, "The Biggest Loser" has grown to become a standalone health and lifestyle brand by developing tools and products inspired by the show and approved by its doctors and experts. Anchored by the online, subscription-based extension of the show, Biggestloserclub.com, from Rodale, "The Biggest Loser" consumer products program has generated over $150 million in spending, with presence at more than 25,000 major retailers to date. The program currently features a wide variety of health and fitness products including The Biggest Loser video game for Wii and Nintendo DS & DSi, The Biggest Loser Resort at Fitness Ridge, which is a full-service, destination health & fitness spa, The Biggest Loser Meal Plan, a New York Times best-selling books series, a best-selling fitness DVD series, a line of appliances, fitness equipment, protein supplements and several other health and lifestyle based products. "The Biggest Loser" was recognized as a top brand of the year in Advertising Age's 2008 Marketing 50. Check out www.biggestloser.com for more information.

About NBCUniversal Television Consumer Products Group

NBCUniversal is a leader in providing entertainment programming to the domestic and international marketplaces. NBCUniversal Television Consumer Products Group manages all global ancillary television business endeavors for the NBCUniversal Television Group, including third-party home entertainment distribution, consumer products, musical soundtracks, special markets projects and the NBCUniversal Online Store. For the latest product updates and an overview of the properties managed by the group, visit the NBCUniversal Television Consumer Products portal at http://nbcuconsumerproducts.com.

About Reveille

Reveille is part of the Shine Group, one of the world's foremost multinational entertainment and drama companies. A leading independent studio focused on exploiting worldwide intellectual property rights in scripted and unscripted television and digital entertainment, Reveille is also a world leader in creating integrated marketing opportunities for advertisers. Reveille is known for popular and award-winning hit series including "Master Chef," "The Biggest Loser," "The Office," "The Buried Life," "Ugly Betty," The Tudors," "Tabitha's Salon Takeover," "Shear Genius," and "Parental Control." Reveille has partnerships with both Microsoft and Yahoo! to develop original online series for brands. Web series include "Fit to Boom" for Subway, "It's Everybody's Business with Jack and Suzy Welch" for Microsoft, "Who Knew?" for Toyota and "Real Makeover" for Walmart. Recent television series include Paula Abdul's highly anticipated return to television with "Live to Dance" on CBS as well as Lifetime Television's "One Born Every Minute," chronicling the compelling daily stories of a bustling maternity ward, which recently premiered. Through its distribution arm, Shine International, Reveille distributes its extensive library of programming to more than 150 countries.

About Joy Tashjian Marketing Group, LLC

Joy Tashjian Marketing Group, LLC (JTMG) was formed in 1998 and is headed by company president Joy Tashjian. Recently awarded for "Retail Promotion of the Year" for their work on "Deal or No Deal", JTMG specializes in the development of television and film trademarks for retail consumer product programs. JTMG is agency of record for NBC Television and USA Network. Additionally, JTMG's represents Comcast for E! and G4 Channels as well as television programs on Fox, Cartoon Network and Disney Channel. JTMG represents Endemol for "Fear Factor," "Deal or No Deal," "Big Brother," "1 vs. 100," Alcon Entertainment and Warner Brothers for the theatrical film "Dolphin Tale," Breakthrough Films and Television for "Captain Flamingo", "Miss BG", "Atomic Betty", Fresh TV for "Total Drama Island" and Stoked", Magicbox, PPI for "Gogo's Crazybones."

About Boomerang Brands

Boomerang Brands is a boutique CPG brand management company specializing in managing captive brand programs for leading national accounts. The company operates as a brand management arm on exclusive high profile licensed or captive brand product lines. They specialize in opportunity generation, supply-side sourcing, marketing and brand management support. By partnering with Boomerang, brand owners, be it retailers, manufacturers or licensors receive a full circle solution for brand creation, execution, growth and management. Boomerang is headquartered in Chicago, IL. For more information on Boomerang Brands please visit www.boomerangbrand.com.

About Walgreens

Walgreens (www.walgreens.com) is the nation's largest drugstore chain with fiscal 2010 sales of $67 billion. The company operates 7,697 drugstores in all 50 states, the District of Columbia and Puerto Rico. Each day, Walgreens provides nearly 6 million customers the most convenient, multichannel access to consumer goods and services and trusted, cost-effective pharmacy, health and wellness services and advice in communities across America. Walgreens scope of pharmacy services includes retail, specialty, infusion, medical facility and mail service, along with respiratory services. These services improve health outcomes and lower costs for payers including employers, managed care organizations, health systems, pharmacy benefit managers and the public sector. Take Care Health Systems is a Walgreens subsidiary that is the largest and most comprehensive manager of worksite health centers and in-store convenient care clinics, with more than 700 locations throughout the country.





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· BIGGEST LOSER, THE (NBC)











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