If you picked Cheetos, the nation's biggest producer of baby carrots wants you to think again.
Just in time for the battle over what's gonna be in millions of back-to-school lunches, Bolthouse Farms and nearly 50 other carrot growers today will unveil plans for the industry's first-ever marketing campaign. The $25 million effort sets its sights on a giant, big-spending rival: junk food.
The $1 billion baby carrot world — hit by the recession following years of growth — is taking on the $18 billion salty snack food industry by trying to beat it at its own hip marketing game.
