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‘Survivor’ expands brand

Products include fitness program, seeds

Outwit, outplay… outconsume “supercharged” sunflower seeds?

CBS Consumer Products is moving its “Survivor” brand into the world of health and fitness, signing up two new licensees — with many more on the horizon.

First up: “Survivor Supercharged Sunflower Seeds,” which will hit stores in March, and the “Survivor Fitness Program,” which bows this spring in Chicago.

” ‘Survivor’ is part of the lexicon now here in the United States,” said Liz Kalodner, exec VP and g.m. of CBS Consumer Products. “We can translate it into any product or experience that is about challenging one’s self, or the ultimate outdoor experience. Both of these new launches play into that.”

Fitness Team One created the “Survivor Fitness Program,” which relies on “Survivor”-style game elements and physical challenges to shape up participants.

As for the “Survivor” sunflower seeds, Full Charge Energy Foods came up with the vitamin-infused product, which will contain 100% of the daily recommended dose of vitamins B and C.

Kalodner joined the Eye in 2006 to head the consumer products division, and recently turned her attention to “Survivor.” The new licensing push comes as “Survivor” launches its 16th edition tonight, “Survivor Micronesia: Fans vs. Favorites.”

Exec said she’s in the process of securing deals that will create “Survivor”-branded outdoor adventure programs and corporate team-building/leadership development plans.

On the product front, “Survivor” camping gear and active apparel are among the items in play, as well as more energy-based food.

“We’ve got a lot of irons in the fire,” Kalodner said of the new branded licensing strategy. “You’ll see a lot more along the way.”

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