Kashi teams up with Gaiam

NEW YORK Kashi has teamed up with Gaiam, a leading distributor of lifestyle media and fitness accessories, to provide consumers with health-and-wellness options in a three-phase partnership.

 

As part of its three-phase partnership -- which launches exclusively in Target stores nationwide in November and rolls out in all retail locations where Kashi foods are sold in December -- Kashi will offer Gaiam's Trudie Styler yoga sampler DVD free inside of Kashi GoLean cereal packages. The DVD sampler features a 20-minute Trudie Styler express workout focusing on yoga and pilates exercises.

 

The second phase of the partnership launches in December and offers consumers a visual instruction on the back panel of GoLean cereals for a quick Trudie Styler energy boosting routine. The routine includes five poses from Styler's fitness series. The last phase of the partnership, which launches in January 2011 exclusively at Target, will provide those purchasing Gaiam DVDs a coupon for $1 off Kashi cereals.

"Working with Gaiam feels like a natural fit," said Jeff Johnson, Kashi senior nutritionist and natural lifestyle expert. "While we are proud to offer great-tasting, natural foods that deliver positive nutrition and enable people to live their best lives possible, our larger goal is to lead them on a journey toward embracing natural living, which is what this partnership truly represents."