September 2005 New Food Rollout

New products from Sara Lee Bakery, Kellogg, Liberty Richter, ConAgra/Hunt’s, Moet Hennessy and General Mills.

By Diane Toops, News and Trends Editor

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Suggested retail price is $3.49 to $3.79.

Hunt's in the thick of it

For the 97 percent of American households who like to slather on the ketchup, Omaha, Neb.-based Con Agra Foods Inc. jumps into the thick of things with a new, thicker Hunt's ketchup.

"Americans told us they value thickness in ketchup and use it as one of their barometers of taste. We delivered our thickest formula ever," says Valerie Sheppard, vice president, marketing. "We want people to try Hunt's again, for the first time. We're confident that, given the chance to taste our new ketchup, people will love its new thickness and great taste. And we're backing our commitment up with a guarantee."

In TV spots, the ketchup shown not dripping when put in a strainer is revealed to be Hunt's, and ketchup-lovers are encouraged to "Pour it on Thick," complemented with a print mail-in taste guarantee certificate.

"In recent years, we've brought new ketchup fans into the Hunt's family, and our ketchup has been known for its taste," Sheppard says, noting that volume sales grew nearly 3 percent and market share increased over the past year to solidify Hunt's position as one of the leading national ketchup brands. "Now, with its new thickness, we're confident Hunt's will become the favorite ketchup for millions more Americans."

Hunt's also has an upside-down squeezable bottle with a vacuum-action Always Clean Cap that makes it easy to squeeze out as much Hunt's Ketchup as needed. The patented Easy Grip bottle is ergonomically shaped to fit easily in big and little hands. No waiting, no shaking.

Suggested retail price is $1.33 for 24-oz., $1.89 for 36-oz. and $2.39 for 46-oz.

Luxury rum

Moet Hennessy, New York, set out to make the greatest luxury rum on Earth. The result is 10 Cane, light, golden-hued rum with a smooth, velvety texture (reminiscent of Cognac), fresh sugar cane flavors and a subtle hint of sweetness. Traditionally, sugar canes were harvested in bundles of 10, hence its name. The aroma is pear with a hint of vanilla typical of sugar cane.

Most rums start with molasses — a by-product of mass sugar production — and use cane that is meant for sugar, not rum. 10 Cane uses only the first pressing of hand-harvested Trinidadian sugar cane grown specifically for the product; the rest is discarded. The pure cane juice undergoes a slow, meticulously controlled fermentation process. Small batches are distilled in French pot stills and aged for six months in French Limousin oak barrels.

Incidentally, 10 Cane is handled very gingerly as it leaves home. "We prepare every bottle for its journey from Trinidad," according to Moet Hennessy. "We gently rock, burp and massage them to sleep; then we run them to the trucks before they wake up."

Suggested retail price is and $42.99 for a liter bottle.

Lucky unveils line extension

With a little help from Minneapolis-based General Mills, Lucky the Leprechaun, spokescharacter for Lucky Charms cereal, unveils his first line extension in 40 years — Chocolate Lucky Charms cereal.

Chocolate Lucky Charms combines scrumptious chocolate taste with whole grain oats to create a magically delicious cereal for kids and adults. Like regular Lucky Charms, Chocolate Lucky Charms contains Lucky's eight magical charms: hearts, stars, horseshoes, clovers, blue moons, pots of gold, rainbows and balloons. It also features the great taste and nutritional benefits of regular Lucky Charms and is a good source of calcium and whole grain and 11 other essential vitamins and minerals.

"Lucky Charms has been a family favorite at the breakfast table for 40 years," says Jon Horn, associate marketing manager. "With the introduction of Chocolate Lucky Charms, we are excited to offer a new breakfast experience with the same colorful fun of Lucky's magical marshmallows in a chocolaty cereal."

Suggested retail price for a 14.25 oz. box is $3.97

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