New Food Product Rollout: January 2008

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Mainstream Maxwell House goes upscale

Under siege from premium coffee purveyors such as Starbucks and Peets, the mainstream coffee market has been losing share. In fact, Maxwell House, a $1 billion brand, lost 16 percentage points of market share in the first nine months of 2007. But Kraft Foods has a plan – make mainstream coffee premium.

Maxwell House, Kraft’s Tarrytown, N.Y.-based unit, is redefining the mainstream coffee category by reformulating its coffee with 100 percent Arabica beans, making it the only major canned coffee brand to use the beans known for their superior quality, rich aroma and taste.

The launch is supported by a multimillion-dollar "Brew Some Good" marketing campaign. “The 'Brew Some Good' campaign recognizes good on many levels -- inside the coffee cup, in our lives and in our communities,” explains Lorraine Hansen, senior vice president and general manager of coffee.

Varieties include: Original, Original Decaf, Colombian Supreme, Lite, French Roast, French Roast Decaf, Hazelnut and Vanilla.
Suggested retail price is $8.59, for the 33-39-oz. plastic canisters with pass-though handle, and the 11-13-oz. vacuum packs are $3.59.

Pasta fortifies with fiber, calcium

Getting picky kids to eat more healthfully just got easier with the introduction of Ronzoni Smart Taste pasta in five varieties -- Spaghetti, Thin Spaghetti, Penne Rigate, Rotini and Elbows -- courtesy of Harrisburg, Pa.-based New World Pasta.

With three times the fiber of regular white pasta and the same amount of calcium as an 8-oz. glass of milk, Ronzoni Smart Taste looks and tastes like traditional white pasta, so the kids will never know the difference. It is also lower in calories and fat than traditional white pasta and contains no sodium, preservatives or cholesterol.

Calcium and fiber are two key nutrients that can be lacking in children's diets. According to the American Academy of Pediatrics, only about 30 percent of boys and 10 percent of girls ages 12-19 meet their daily calcium requirements. Among children 3-5, less than 60 percent get enough calcium, and among children 6-11, less than 40 percent of boys and 30 percent of girls get enough calcium.

When it comes to fiber, most Americans consume only about half the recommended amount each day, according to the American Dietetic Assn. According to a Pennsylvania State University study, three out of four preschool-age children are not getting enough fiber. Among its many benefits, fiber promotes proper digestion and contributes to fullness, helping to prevent overeating.
Suggested retail price for a 14.5-oz. package is $1.69.

Snapple juices up with superfruits

Snapple, a brand of Cadbury Schweppes Americas Beverages, Plano, Texas, introduces Snapple Super Premium Juice Drinks. The new line of "good for you" drinks, packaged in tall, slim, 17.5-oz. bottles, boasts unique flavor combinations from super fruits. The launch marks the company's first offering in the super premium juice category, which is up 14 percent since last year.

Snapple Super Premium Juice Drinks are made of real fruit juice, all natural flavors and ingredients and added vitamins. They’re launching in four varieties: Goji Punch, created from the delicious flavor of Goji berry originally found in the Himalayas and packed with vitamin A and antioxidant vitamin E; Peach Mangosteen, which supports a healthy immune system with vitamin A and antioxidant vitamins C and E and contains just 10 calories per serving; Noni Berry, derived from the flavors of exotic Polynesian fruit; and Kiwi Pear, which boosts both your metabolism and your mood with caffeine and the antioxidant EGCG, and contains just 10 calories per serving.

"Our new Super Premium Juice Drinks will contribute to a healthy immune system and provide the metabolism-boosting benefits consumers look for, complete with plenty of the great taste that they expect from Snapple," says Bryan Mazur, vice president and general manager of Snapple. “The exciting flavor combinations of the new Snapple Super Premium Juice Drinks include all-natural ingredients with added vitamins, and low-calorie options provide even more choices for Snapple enthusiasts."

Suggested retail price is $1.39.

Steak-umm adds burgers to lineup

Reading, Pa.-based Steak-umm Co. LLC beefs up its well-known premium sandwich steak brand with a new line of Steak-umm Burgers. The frozen, ready-to-cook, 1/3-lb. burgers are made from USDA-inspected beef chuck, packed six to a box, and available in three varieties – Original, Sweet Onion and Real Cheese with pieces of onion or cheddar cheese mixed into each patty.

The company launches the line with an aggressive awareness campaign that includes TV commercials, sponsorship of a NASCAR Sprint Cup car with prominent Steak-umm identification, and a Steak-umm show car with a grill built into the trunk that will be available for store openings and special events.

“Steak-umm has built up enormous brand equity over 40 years as the leading sliced steak brand,” says President Sergei Szortyka. “That brand recognition as well as Steak-umm’s status as the premium product in the market will carry over to the new burger line. We expect the combination of those factors, our promotional efforts and the void in the marketplace left by the closing of Topps Meat Co. will drive strong sellthrough of our burger product both at launch and on an ongoing basis.”

Suggested retail price is $8.99.

Chocolate + fruit + cereal = bliss

She exudes fabulousness, an impeccable sense of style and a charming personality. She is the woman who seems to have it all together, all the time, spending her days running from one place to the next, meeting to meeting, smiling, and all the while, looking as fabulous as ever.

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