In a move that essentially creates a national marketing and promotion program for baby carrots, Bakersfield, Calif.-based Bolthouse Farms is spending an estimated $25 million to pit the carrots against junk food — and is asking competitors to join the initiative. In the campaign, the Bolthouse brand (which claims 50% of the market) supplanted by the Baby Carrots brand, and different grower-shippers would be able to use the same packaging.