Others use nutrition experts in sponsored content the American Pistachio Growers has quoted a dietitian for the New England Patriots in a piece on healthy snacks and recipes and Nestle has quoted its own executive in a post about infant nutrition.įor Coca-Cola Co., the public relations strategy with health experts in February focused on the theme of "Heart Health & Black History Month." The effort yielded a radio segment and multiple online pieces. has also worked with dietitians who suggest its Frito-Lay and Tostito chips in local TV segments on healthy eating. Other companies including Kellogg and General Mills have used strategies like providing continuing education classes for dietitians, funding studies that burnish the nutritional images of their products and offering newsletters for health experts. "Every big brand works with bloggers or has paid talent." "We have a network of dietitians we work with," said Sheidler, who declined to say how much the company pays experts. The pieces - which appeared on nutrition blogs and other sites including those of major newspapers - offer a window into the many ways food companies work behind the scenes to cast their products in a positive light, often with the help of third parties who are seen as trusted authorities.īen Sheidler, a Coca-Cola spokesman, compared the February posts to product placement deals a company might have with TV shows. In February, several of the experts wrote online posts for American Heart Month, with each including a mini-can of Coke or soda as a snack idea. NEW YORK - Coca-Cola is working with fitness and nutrition experts who suggest its soda as a treat at a time when the world's biggest beverage maker is being blamed for helping to fuel obesity rates.
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