The people from Sunkist have launched a campaign which attempts to position fresh lemons as an alternativeâ€”or s’alternative, as they put itâ€”to the salt shaker.
To publicize its marketing effort, the Sherman Oaks, Calif., grower has created the S’alternative Recipe Contest. The contest encourages consumers to enter their own recipes that feature Sunkist lemonsâ€”rather than saltâ€”to add flavor to foods.
All qualified entries will be featured on www.sunkistsalternative.com, and the grand-prize winner will receive a $1,000 grocery gift card. First and second place winners score gift cards of $500 and $100 respectively. Deadline to enter is September 30, 2010.
Overconsumption of sodium, of course, has been linked to serious medical conditions, including hypertension, heart disease, stroke and stomach cancer. On its Web site, Sunkist cites a study by Bibbins-Domingo, that states if every American reduced his or her daily sodium intake by 400 milligrams, 32,000 heart attacks, 20,000 strokes and 28,000 deaths could be prevented each year.
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