Psy in Super Bowl Commercial Tied to $38 Million Nut Market

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"We grow almonds, too," said Seguin, with a note of what you, if you were an almond, might hear as condescension. "But from our standpoint, we felt that pistachios were a nut that hadn't gotten its fair share of 'voice' in the market." In other words, almonds are on the map already. Pistachios have more upside.

They also have, Paramount asserts, unique health attributes.

Dominic Engels, a Paramount marketing executive, says pistachios have moved to the nut forefront because of their healthful properties. Nutritionists, Paramount asserts, consider them "the next nut." Releases from the company cite various benefits related to heart-health, weight loss and plentiful antioxidants.

Roll Global, the parent company of Paramount, has made health and wellness arguments a central part of its marketing. The company also makes and markets POM Wonderful pomegranate juice. In 2010 the Federal Trade Commission filed a complaint alleging that the health claims for POM Wonderful were false and unsubstantiated.

POM, for its part, fired back, arguing that the FTC overstepped its authority and saying that it will appeal the order in federal court.

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