In brief?

l Powerade has signed world heptathlon champion Jessica Ennis as its brand ambassador until the end of 2010. Powerade, which is the official sports drink of the FIFA World Cup and London 2012, says its aim is to help Ennis perform to her maximum in both training and competition.

United Biscuits’ Go Ahead brand is the new official partner for Cancer Research UK’s Race For Life 2010. The deal will see Go Ahead products sampled at events across the country until July, reaching more than 700,000 female participants, with money-off coupons included in runners’ goody bags.

Gilberts Food Equipment has introduced Haley’s Corker, a device that combines five functions in one, acting as a re-corker, aerator, pourer, filter and stopper. It claims to be effective enough to allow bottles to be stored sideways and is odour free. It retails for £4.95 or in a two-pack for £10.50.

JTI has reduced the cost price and rrp for its Berkeley Superkings range to sit in the mid-price sector, which is in growth. From the end of May, Berkeley Superkings 10s and 20s will have a new rrp of £2.77 and £5.40 respectively, down from £3.12 and £6.07.