Tech firm IRI partners with Better for You Media

CIOTechOutlook Team | Friday, 10 February 2023, 06:28 IST

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Better for You Media (BFY Media), a media network specialising in global wellness, health, and food, announces a partnership with Information Resources, Inc. (IRI), a leader in technology, analytics, and data, to serve as the official data sponsor of BFY Media's web series Battle of the Brands and the how-it's-made show "Behind the Wrapper," which will air on a major streaming platform this year.
 
"BFY Media is proud to partner with IRI to bring incredible value to our programming, especially our brands and viewers," says BFY Media Founder and Executive Producer Peter Groverman. "We look forward to working with them on developing this sponsorship and creating innovative new ways to bring IRI's rich insights to life."
 
IRI will contribute its exclusive sales figures as part of the sponsorship for use in the BFY programming, which focuses on global wellness, health, and food. IRI and The NPD Group united in August 2022 to create a firm that helps brands and retailers across industries to work together, provide better customer service, react to trends, and take use of insightful data that fosters business growth.
 
"IRI's powerful consumer data and insights have been used by many of the world's leading brands and retailers to better understand consumers," says Jeremy Allen, president of Consumer Packaged Goods for IRI and NPD. "We are excited to partner with BFY Media to share some of this data with its ecosystem, to help power new growth for its partners and viewers."
 
Two-minute audition trailers for Battle of the Brands pit two better-for-you food brands against one another. According to their "weight class," which analyses important attributes including corporate sales statistics, the history of their formation, and the size of their social media audiences, the rivals are paired up.
 
The fan bases of the competing companies get an opportunity to vote for their choice each week, and the company with the most votes gets to participate in an entire episode of "Behind the Wrapper," which is presented by veteran TV host Marc Summers. Later this year, the first season of "Behind the Wrapper" will premiere.
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