The big sell; The potential sales bonanza presented by consumer demand for meal solutions is producing a series of multi-faceted programs between brand marketers and their retail partners

Article Abstract:

Sales in the home meal replacement segment are already estimated at $100 billion and projected to reach $450 billion by 2005. This is directly attributed to the fact that most consumers do not know at 4:30 p.m. what they will have for dinner. Supermarkets, along with many of the leading packaged goods brands are responding. According to the Food Marketing Institute, 93% of the retail chains it surveyed offer prepared foods, and 100% say they plan to offer them in the future. Brand marketers point out that most food chains are sellers, not marketers. Sensing an opportunity to augment the prepared meals being offered by most supermarkets, food and beverage marketers are creating meal solutions of their own. Brand marketers are trying to bring in products that can be multiple purchases with retailers' efforts, and many are positioning their products as complete meals.

Comment:

Capitalizing on prepared foods

Company Planning/Goals, Supermarkets and Other Grocery (except Convenience) Stores, Supermarkets, Frozen Specialty Food Manufacturing, Frozen Dinners, Frozen meals

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Tuna tales

Article Abstract:

The tuna industry is rife with new concepts and marketing efforts with the goal of getting consumers choose a particular brand without having to use pricing strategies. For instance, Bumble Bee Seafood has launched an $8-million advertising campaign, its first in 10 years, to persuade consumers to choose a tuna brand based on taste. Chicken of the Sea is also trying to de-emphasize price. Unlike other tuna companies, which rely on television, Chicken of the Sea uses different marketing programs such as CD-ROM giveaways to create brand awareness. Other companies, such as StarKist, takes the home meal replacement approach. StarKist is developing ideas on disseminating recipes, developing tuna meals and enhancing packaging.

Comment:

Tuna industry is rife with new concepts and marketing efforts with the goal of getting consumers choose a particular brand

Marketing/Advertising Methods, Seafood Canning, Canned Tuna

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Sweet struggles

Article Abstract:

Newly developed artificial sweeteners are allowing candy and baked good marketers to create an entirely new sub-segment of the industry aimed at the 16 million Americans who have diabetes. The new sweeteners such as Hoechst Celanese's sulfame K marketed as Sunett and McNeil Specialty Products' Sucralose as well as the popular Nutrasweet are being used in combination with other sweeteners. As a result, the $63-million sugar-free subcategory of the cookie business grew 22% for the 13 weeks ended Apr. 11, 1998. According to a spokeswoman for McNeil Specialty and Sucralose, the products have been tested to be 100% safe for people with diabetes.

Comment:

New breed of artificial sweeteners are allowing candy and baked good marketers to create a sub-segment for people w/ diabetes

Market information - general, All Other Basic Organic Chemical Manufacturing, Industry Market Data, New Products/Services, Demographics, Sweeteners NEC, Sugar substitutes, Nutrasweet, Sucralose, Sunett

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