Better Oats® Sponsors New Original TV Series, Pedal America®
National TV series visits bicycle-friendly locales while highlighting wellness through exercise, nutrition
Better Oats to feature interactive bike trail map on Facebook page
MINNEAPOLIS, May 7, 2012 – Better Oats, an innovative line of instant oatmeal made by MOM Brands™, announced today a partnership with Out-Write Media, LLC to sponsor “Pedal America,” an original national TV series showcasing the benefits of bicycling while highlighting various North American locales that take pride in being bicycle-friendly. The episodes coincide with May’s National Bike Month.
Pedal America premiered on PBS and public television stations Saturday, May 5. Each 30-minute episode of Pedal America emphasizes wellness; bicycle safety and curbing climate change while highlighting trails, national parks, communities, scenic byways; and “Safe Routes To School” and “Share The Road” programs in North America. The show is hosted by Ira David, avid cyclist and executive producer, along with several other bicycle enthusiasts. Check local listings for air times.
“We’re proud to sponsor a program that focuses on helping Americans sustain a healthy lifestyle for themselves and the planet,” says Linda Fisher, corporate communications manager for MOM Brands. “Healthy eating is something we’re passionate about as a company, so this partnership is a natural fit.” In conjunction with sponsoring the show, Better Oats is launching an interactive map of the United States on its Facebook page, highlighting fans’ submitted photos of their favorite bike trails and nature spots.
Fans can also share their wit on a photo caption challenge. Fans have a chance to win a new electric bike or biking accessories, as well as a year’s supply of Better Oats.
Better Oats was introduced in late 2010, with a product line of 23 delicious flavors. As the first innovation in the sleepy instant oatmeal category in many years, Better Oats quickly achieved solid national distribution and a 4% market share1, based on pounds sold, in the instant oats/multigrain category. Talk with Better Oats on our Facebook and Twitter pages, or our YouTube channel.
About MOM Brands
MOM Brands is the largest family-owned cereal company in the U.S. The company has produced quality cereal products since 1919 and manufactures many varieties of oatmeal including 23 flavors of Better Oats instant oatmeal, family favorite ready-to-eat and all-natural cereals as well as its original, farina-based hot cereal. Today, one in 10 servings of cereal breakfast eaten every day is a MOM Brands cereal. Dedicated to finding better ways to make a better breakfast at a better price, MOM Brands is continually innovating to produce, package and transport its cereals in ways that reduce environmental impact. For more information about MOM Brands and its Better Oats products, please visit www.MOMBrands.com.
About Pedal America
Pedal America, produced by Out-Write Media LLC, celebrates the liberating world of bicycling as an economical, eco-friendly, and healthful means of activity that friends and families can enjoy safely. The series aims to educate, inspire and encourage riders of all ages to rediscover their communities from journeying through national parks and local urban areas. The series showcases best and safest routes; the development of bike trails, bikeways, and bike infrastructure; bicycle repair and maintenance to make cycling less intimidating; and personal stories of how bicycling has helped to transform lives.
1Source: Nielsen Grocery and Mass; 52 weeks ending 12/18/10 and 12/17/11