FFA's 4th Annual Best New Product Awards

Retail executives polled by Frozen Food Age named Eggo Waf-fulls

More than 150 buyers, category managers, and top retail executives cast nearly 2,400 votes for 166 nationally and regionally distributed new frozen items. In both categories, the top 10 items took more than a third of the total votes, the top 20 more than half.

Several patterns were evident in the balloting. Buyers remain high on bowl meals, voting Uncle Ben's into the top new product ranks for the third straight year, this time for its Mini Bowl and Super Bowl line extensions. (In this year's voting, multiple extensions, or new flavors, of existing products were combined as a single entry.) Marie Callender's and Kid Cuisine bowl items, both from ConAgra, were also ranked by retailers in the regional top 10, as were King's Hawaiian's new Almond, Mandarin Orange, and Szechwan chicken bowl flavors.

Frozen breakfast items were well represented. Aside from Eggo Waf-falls, Chef America was ranked third overall nationally for its introduction of Hot Pockets Breakfast Sandwiches, and Rich-SeaPak took the No. 10 spot in the regional voting for its Farm Rich Original and Cinnamon Sprinkle French Toast. Pillsbury's Toaster Bagel Shoppe made the top 20 nationally, and Amy's Kitchen's Toaster Pops were voted the 18th-best regional new product.

Retailers also applauded new products targeted toward kids. In addition to the Kid Cuisine and Uncle Ben's Mini bowls, both tailored for the younger set, Heinz was lauded for its new Ore-Ida Hot Bites lineup, voted the fourth-best new frozen product in national distribution. Luigino's won a top 20 ranking in the national category for its Michelina's line of kid-targeted entrees. And of course, there were several frozen novelties aimed at kids among the top 10, including the M&Ms Ice Cream Cone and Popsicle Ice Cream Scribblers in the national rankings, and Wells' Feature Flavor Bunny Champ Cones in the regionals.

As in prior years, frozen breads and doughs continued to win plaudits. Joseph Campione came in at No. 9 in the regional rankings with its Five Cheese Garlic Bread, while Pillsbury's Homestyle Biscuits filled in the seventh spot nationally. Rhodes' Biscuits made the top 20 on the national side, and Bridgford's Bake n' Serve Rolls took top 20 honors in the regional category.

Ice cream, frozen novelty, and frozen dessert items dominated this year's awards, taking 6 of the top 20 spots and 13 overall. Dessert makers Mrs. Smith's, Sara Lee, Edwards, and Eli's all had products ranking in the top 20, while Good Humor-Breyers', Wells', and M&M/Ma,rs' introductions were all ranked among the top 10. Ben & Jerry's came in eighth place nationally with line extensions to its Original Flavors line, while extensions to its frozen yogurt line took 17th place.

Following is a look at this year's Top 10 National and Top 10 Regional winners.

THE TOP 10 NATIONAL

This report was compiled by Michael Hartnett, Kristi Sue Labetti, and David Wellman.

1. Eggo Waf-fulls

No waffling about it: Eggo Waf-falls were named as a top new frozen product by more than half of the buyers surveyed by Frozen Food Age this year, propelling them into the No. 1 slot in the national rankings. Launched in November of last year, the lineup of filling-stuffed waffles has, according to Kellogg executives, generated strong consumer consumption, and at the same time brought incremental sales to the waffle category.

Waf-fulls were developed with the aid of Smuckers, which supplies Battle Creek, Mich.-based Kellogg with the fillings. The concept was simple: make the waffles more portable by putting the topping inside the product.

Launched six to a box with a suggested retail of $2.49, Waf-fulls were supported with national television advertising and sampling, as well as an in-store campaign that featured Floorgraphics both in front of the case where the Waf-fulls were, and at the end of the aisles to draw shoppers in. Kellogg marketers promise continued heavy support behind the brand, and plan to launch new flavors in the "near future." -DW

2 Uncle Ben's Mini & Super Bowls

Two years ago, it was Rice Bowls. Last year, Pasta Bowls. In 2001, retailers again voted top new product honors to M&M/Mars' Uncle Ben's division for its introduction of small- and large-sized versions of its bowl meals, Mini Bowls and Super Bowls.

"Like the original [Pasta] bowl meals, these answered the consumer's craving for convenient food that tastes good," says Michelle Weese, spokeswoman for Uncle Ben's. "We wanted to extend our audience-to families with Super Bowls and to younger consumers with Mini Bowls-capturing additional users through line extensions."

Super Bowls were a low-key introduction, rolled out without marketing support in a quartet of flavors, including Chicken & Vegetable and Mac & Cheese. "It's really geared for convenience for families," Weese explains. Mini Bowls, however, were backed with a mini-compact disc offer, TV and radio ads, an FSI, and a sweepstakes offering a "block party" with Carson Daly.

Mini Bowls such as Cheeseburger! Cheeseburger!, Beef Taco Ole, and Pepperoni Pizzeria were designed "to provide kids and tweens a light, nutritious meal or snack that they can easily prepare themselves," Weese says. "That makes mealtime more convenient for parents."

Not surprisingly, more new developments are already on tap at Uncle Ben's. "What we're doing now is launching a range of flavors, and I think that the expansion of flavors is a testament to the success of the entire line. There will be new formats next year," says Weese. -DW

3. Hot Pockets Breakfast Sandwiches

Sometimes, opportunity knocks. About $16 billion is spent annually on breakfast food. Sometimes, opportunity breaks down the door. Most Americans-85%-- eat breakfast. And sometimes, opportunity just whacks you over the head with a great big club. The preferred breakfast is portable, convenient, and fast.

Mike Bloom, group marketing manager at Chef America, probably still has a tender spot on his skull, courtesy of opportunity's recent visit. "We were doing some research," he explains, "and found that everything key about breakfast fit our product."

Thus, Hot Pockets Breakfast sandwiches were born. "These products were completely consumer-- engineered," Bloom says. "We just put out the idea," and let consumer comments guide development.

Going with the flow created by fast food giants McDonald's and Burger King, the Denver-based company started development on two flavors, bacon, egg & cheese, and sausage, egg & cheese. In formulation, particular attention was paid to the eggs, Bloom notes. "Everyone wants good eggs," he says, "so our challenge was to have nice, big, fluffy eggs." But the biggest change versus previous Hot Pockets wasn't the filling, it was the size.

"At breakfast, you have everyone: kids, moms, and dads, and not everyone wants a big four-ounce sandwich," he says. So Chef America halved the size of the individual sandwiches, and upped the package count from the traditional two to four. The change had an additional benefit, cutting cooking time for a single sandwich down to a speedy one minute. With the consumer, "that was huge," Bloom notes.

Retailers eagerly accepted the product. "Everyone was excited, and we got on the shelf quickly," Bloom says. Media support kicked off in July with national television advertising that will run through December. Other support includes an August FSI, in-pack coupons, and Catalina Checkout coupons.

"Most of the support has just started, so we'll see how it goes," Bloom says. Early results are supporting expectations that the products are stealing sales back from fast food. "We've definitely heard from consumers that that's the case," he says.

Chef America expects its breakfast sandwiches to eventually sell at levels similar to its regular Hot Pockets items. The breakfast products are, Bloom says, an important part of growing the company's 38% share of the frozen hand-held meals and snacks category and maintaining its long-term double-digit growth rate. -DW

4 Hot Bites

H.J. Heinz combined two of the hottest trends in frozen foods-- appetizers and kids' foods-in the launch of its Hot Bites snack/appetizer line last May. Aimed at kids aged 9 to 14, the five-item line is being supported by television advertising featuring skateboarder Tony Hawk; the Pittsburgh company credits Hawk's endorsement spots with causing a 21% jump in sales for sister brand Bagel Bites.

Branded under Heinz's Ore-Ida banner, the five Hot Bites are Blasts, pizza toppings stuffed into a bite-sized bagel; Deep-Dish Minis, a snack version of a deep-dish pizza; Li'l Calzonis, a snack-sized calzone; Tater Dogs, cheese-filled mini hot dogs in a potato crust; and Nacho Dippers, oven "chips" with nacho cheese dipping sauce. -DW

5. Birds Eye Simply Grillin"

Emerging from the same new product development program as skillet meal progenitor Voila!, Birds Eye Simply Grillin' vegetables are "the first real innovation in several years in the core vegetable category," says Mike Curtin, business director for branded frozen vegetables and meals at Green Bay-based Agrilink. Rolled out of southeastern test markets only last February, Simply Grillin' has already achieved more than 70% ACV distribution, and early returns indicate its sales are almost wholly incremental to the frozen vegetable category.

"In the latest IRI 4 weeks, unit sales doubled," Curtin says, "and velocity is great. This is growing the category."

The starting point for Simply Grillin' was the growth of grilling occasions, estimated at 3 billion annually in 1999, up from 2 billion in 1990. "There aren't a lot of convenient, tasty side dishes for grilling," Curtin notes. Birds Eye's answer was to package preseasoned, pregrilled vegetables in a deep foil tray that could be placed either on the grill or into the oven.

That was easier said than done, Curtin adds, pointing to "process challenges" with using pregrilled vegetables as opposed to artificial "grilled" flavors, as well as developing a way to cut, season, grill, and package Simply Grillin' at a cost that would make it a viable business.

Simply Grillin' was put to the test in the Southeast-mostly Florida, Curtin says-in the fall of 2000; a national launch followed quickly at the beginning of this year. That rollout presented a problem: "[Simply Grillin'] is a bit of a different idea, so we knew we couldn't just put it on the shelf," Curtin says, but marketing support wasn't set to kick in until Simply Grillin' got to critical mass in distribution. So Birds Eye filled in the gap with account-specific promotions. National television and FSI support began in midsummer.

Over the next two to three months, Birds Eye is planning to do a source of volume study on Simply Grillin', but results to date suggest its sales are highly incremental to the frozen vegetable category. "We are hitting all of our plan numbers on our core [vegetable] items," Curtin says. "Simply Grillin' is not stealing from our core business. I thought cannibalism might be as high as 20 percent, but we're not seeing that."

It makes sense when you think about, he adds: "If people were grilling vegetables before, they certainly weren't grilling frozen vegetables." Likewise, Simply Grillin' has helped to moderate the seasonal dip in frozen vegetable sales during the summer, when consumers traditionally turn to fresh veggies.

Of course, that's a double-edged sword, and Curtin admits that Birds Eye is now battling the perception of Simply Grillin' as a seasonal item. "Most people [in our research], over 55 percent, said that they would prepare Simply Grillin' in the oven," he notes, "and there are a lot of people who grill year-round. So we're pretty convinced that the product will show itself well" outside the summer months. -DW

6. M&Ms Ice Cream Cone

Building on the success of last year's award-- winning M&Ms Ice Cream, M&M/Mars has studded yet another frozen treat with its signature candies, this time a prepackaged ice cream cone. The M&Ms Ice Cream Cone has had "very positive" results to date, according to executives at the Hackettstown, N.J.-based company and is, along with the M&Ms packaged ice cream and M&Ms Ice Cream Sandwich, successfully translating the M&Ms name from the confectionery to the frozen snack market. -DW

7. Pillsbury Homestyle Biscuits

With the frozen dough business on fire, it was only a matter of time before refrigerated dough titan Pillsbury extended its reach into the frozen aisle. In the summer of 2000, the Minneapolis company made its move, launching Homestyle Biscuits into national distribution. The product's success paved the way for a larger line of frozen baked goods under the Home Baked Classics banner, beneath which Pillsbury is staking its claim to category leadership.

The plan, says Karina Muller, marketing manager, frozen baked goods, at Pillsbury, was always to come out with a full line of frozen baked goods; frozen biscuits was sent up to bat first based on the strength of household penetration for refrigerated and frozen biscuits, more than 50%, and because Pillsbury, through its foodservice division, already possessed significant expertise in frozen biscuits. Homestyle Biscuits were developed jointly by Pillsbury's Bakeries and Foodservice Division.

The result was a trio of products-Buttermilk, Butter Tastin', and Southern Style biscuits-that hit all the consumer hot buttons, including no-thawing-needed and a resealable package for easy portion control, as well as quality and taste, Muller says. The product launch was backed by the typical array of marketing vehicles, including consumer promotion and advertising, and in-store demos to generate awareness. The results? After nearly a year on the shelves, Homestyle Biscuits has captured a 39% share of the frozen biscuit category, according to ACNielsen 4-week numbers ended 6/30/01.

Ironically, Homestyle Biscuits' reward for cracking the category is retirement; the "Homestyle Biscuits" name is being phased out, and the biscuits will be rebranded under the Home Baked Classics brand. "Pillsbury's vision is to house all seven Home Baked Classics products together in a designated freezer section," Muller says, a strategy dubbed "the Blue Door." "Pillsbury believes that the `Blue Door' along with a strong national advertising and couponing campaign, will generate a great deal of consumer awareness, stimulate high dollar ring, and deliver long-term category growth and profits for our retailers," Muller says. In addition to the three Homestyle Biscuits, the Home Baked Classics line includes Cheddar Garlic Biscuits, Crusty French Dinner Rolls, Cinnamon Sweet Rolls with Icing, and Chocolate Chip Cookies.

"We believe [frozen baked goods] represents an incremental opportunity for our retailers," Muller says. "These new frozen products are significantly differentiated from our refrigerated dough offerings and will attract a new group of consumers." -DW

8. Ben & Jerry's New Original Flavors Concession Obsession, KaBerry KaBoom & Aloha Macadamia

Known for their thick swirls and large chunks of candy inclusions, Ben & Jerry's new 2001 original flavor additions were a huge hit with consumers, sales of which helped out children in many local neighborhoods.

Says David Steever, brand manager, of one of this years most popular new flavors, "KaBerry KaBoom was inspired by the organization Ka.Boom (Washington), a nonprofit organization which builds playgrounds for kids where they're needed most. They've built over 250 playgrounds since they began in 1995; we've been working with them building playgrounds this year."

The flavor, a strawberry ice cream with a blueberry swirl and white chocolate-covered candy known as Pop Rocks, was designed with the project in mind, hoping to bring a sense of nostalgia to adult consumers. "We wanted to make it so that it was sophisticated for our adult consumers, but kind of child-like for the kid in all of us."

Ben & Jerry's signed a licensing agreement with KaBoom, and donates a portion of the proceeds of the ice cream flavor directly to help build the playgrounds.

Another popular new flavor offering this year comes directly from research done by the company as to where and when their ice cream is being consumed.

"What we found out was that the number one time consumers eat our ice cream is when they're at home at night watching their favorite movie," says Steever. "And so we thought that was an opportunity for us to create a flavor specifically for that occasion." The result of which was Concession Obsession, a vanilla ice cream that features NonPareils, fudge-covered crisped rice candy, peanuts dipped in fudge, and a caramel candy swirl, all types of candy that consumers eat at the movie theater.

Again with the local community in mind, Ben & Jerry's built off this leading flavor with a promotion called "Citizen Cool." A national casting call of sorts, the contest calls for entries from people who are doing "cool" things in their communities. With 1,200 nominations received already, the contest will award the person who has done the most outstanding things in his or her community.

"We're planning on making a pint-sized documentary, a half-hour little movie, about these people and presenting them with a golden cone statue at the end of the year recognizing their efforts," says Steever. "They'll be three people awarded with that top award."

According to Lee Holden, company spokesperson, the documentary will be premiered in Vermont at the end of this fall, although it is yet to be determined how it will be distributed. -KSL

9. Stouffer's Baked Chicken & Roast Turkey Breast Homestyle Dinners

Coming in at No. 9 on the national top 10 list this year are a pair of newcomers to Stouffer's HomeStyle Dinners line, Baked Chicken and Roast Turkey Breast. Available nationally early last January, the duo were designed to round out the existing HomeStyle Dinners line. "We'd had more beef than chicken," explains Rob Horton, marketing manager for Stouffer's Entrees.

Their addition has helped to lead the now-$100-plus million brand to new heights: as of August 2001, HomeStyle Dinners sales were up 23.3% versus a year-ago, according to ACNielsen.

"We have a solid knowledge of what the consumer wants and needs for the dinner occasion, and we've used that knowledge to develop these successful items," Horton says. "In our advertising, we're clearly communicating to consumers that we understand their needs and we can help them." -DW

10. Popsicle ice Cream Scribblers

Continuing in its apparently successful quest to be the bane of moms everywhere by creating foods meant to be Waved with, Good Humor-- Breyers took the 10th and final spot in this year's Top 10 voting with Ice Cream Scribblers, an extension of its hit Scribblers Juice Pops from the year before.

The crayonesque ice cream novelties combined vanilla, chocolate, and strawberry ice cream with a chocolate-- dipped tip, and at 1.2-fluid-- ounces each, were designed especially with younger children in mind.

"Overall, we wanted to achieve a high-quality product for kids at a good value," says Terry Olsen, vice president of marketing for the Green Bay-based company. Ice Cream Scribblers were packaged 18 to a box, and carried a suggested retail of $3.69 when introduced this year. "[Popsicle Ice Cream Scribblers] also moves the Popsicle brand further into ice cream products for kids," Olsen adds. -DW

1. Tombstone Mexican-Style Pizza

Kraft's frozen pizza marketers have a knack for presenting new product ideas that, in retrospect, seem like no-brainers. The most recent example of this, well duh!, innovation is Tombstone's new line of Mexican-Style Pizza, which was introduced in Midwestern and Southern states in March, and will soon be rolled out in national distribution.

The four new 12-inch pizzas are Supreme Taco, Cheese Quesadilla, Chicken Fajita, and Nacho Grande. They carry a suggested retail of $4.59.

"The reason for their popularity is that they combine two of America's most popular foods," says Debra Crew, senior brand manager. "Pizza is the favorite food item in the country, and Mexican food, which is growing in popularity, is the number-seven-favorite food. We have the great taste of Mexican food and the taste and convenience of pizza."

Despite indications to the contrary, creating these newest Tombstone pizzas wasn't easy. "One of the things that makes this pizza different is that it isn't just a crust innovation, it also has different sauces and different toppings. Bringing all those innovations in toppings, crust and sauces took a while to pull together. And we also came out with different packaging graphics, something eye-catching and visual with a Mexican flair that is clearly Tombstone," she adds.

Promotional support for the initial regional launch may offer some insights to the national strategy. In addition to some FSI drops, trade support and in-store sampling, Crew says, "We did a dedicated advertising spot using our, `What do you want on your Tombstone' tagline. It was a nice twist because, in this case, the answer is `Mexican food.'"

"Consumers see it and they understand. They see toppings that are Mexican. It is something they get. They call our consumer hot lines and tell us that eating the Supreme Taco Pizza is like eating a taco, and eating the Chicken Fajita Pizza has the same taste sensation as a fajita," says Denise Mattes, senior associate brand manger. "We didn't just take pizza sauce and put it on the product. We took great pains to come up with sauces that echo that Mexican taste."-MH

2 Marie Callender's Bowl Meals

Marie Callender's has a whole slew of best new product winners with the introduction of seven, one-dish portable meals that meet "homecooked" expectations. The seven new bowl offerings also reflect a multicultural appeal to consumers, with tastes that touch on multiple ethnic tastes: Pasta Alfredo with Grilled Chicken Breast, Chicken Teriyaki, Country Style Beef Pot Roast, Lemon Herb Chicken, and Turkey Breast Medallions and Stuffing.

The initial new product launch began in late summer, 2000, in the western half of the U.S. But even as retailers were choosing Marie Callender's Bowl Meals as a top regional new product for the year, the brand's marketers and product developers kept right on working. They have eliminated the sauce pouch that was part of the original product line, and began shipping the new, new bowls in July `01.

"Marie Callender's is committed to delivering top quality, homestyle food that meets consumers' ever-changing needs," says Rich Snyder, director of marketing for Marie Callender's, ConAgra Frozen Prepared Foods. "We are consistently reviewing and im roving our products and. in fact, we have already made improvements to all seven bowl items since their launch."

In addition to eliminating the sauce pouch, "without sacrificing product taste and delivery," he notes that the bowls also have 25% more meat.

Snyder credits the success of the new bowl line to the quality of the products: "Marie Callender's focuses on delivering homemade taste with uniquely large chunks of meat and vegetables, and exceptionally rich sauces-the way Mom would have made it for you at home."

The actual launch was supported with regional television advertising dedicated to the bowls, along with two FSI drops, including a "Try Me Free" offer and some solo trade merchandising support, he notes.

"These seven bowl improvements are part of a broad scale Marie Callender's initiative that involved improving 65 varieties. This translates to over 75 percent of Marie Callender's items being improved by the end of July 2001," says Snyder. -MH

3. Kid Cuisine Fun-Time Bowls

Kid Cuisine's marketers have a winner on their hands with their new Fun-Time Bowls, which cater to the tastes of youngsters and present a strong sense of fun and entertainment inside the package and out.

The new product line began shipping in February of this year, and consists of five bowls: Silly Spaghetti, Mac & Cheese, Cheesy Cartwheels, Pepperoni Pizza, and Creamy Noodles with Chicken. The SRP is $1.49.

But, as Mark Strominger, vice president of marketing for Kid Cuisine, explains, "Kid Cuisine Fun-Time Bowls were designed to engage the tastebuds and minds of kids. Not only are there great-tasting varieties that kids love, but we also give them fun in several different ways. The pasta itself comes in fun shapes. The inside lid has a picture for kids to color. The back panel has an activity to complete and each package comes with a 3-D prize inside. This is the first time a 3-D premium has been packed with frozen meals (that we're aware of). The second wave of 3-D prizes consisted of special Kid Cuisine Crayons (two per package) in various color assortments. The second wave included assorted shapes and colors of plastic 'hopping' bugs."

Although these Kid Cuisine Bowls are still early in test markets, he says, "Initial placements have exceeded expectations. We are happy with the favorable response from our consumers and retail customers."

The launch was supported with a combination of advertising, couponing and in-store demos to build awareness and trial. After that initial promotional splash, Kid Cuisine is maintaining awareness through FSI coupons, in-store demos, and radio and TV advertising in support of the entire brand and Fun-Time Bowls in particular. The national ad campaign was scheduled to break August 27.

Strominger describes the Fun-Time packaging as something of a breakthrough, noting that the outer carton features inside and back panel printing to provide fun activities for kids. Inside the bowls, the brand features pasta in fun shapes-macaroni seashells, cartwheels and Silly Spaghetti.

"We are grateful that our retail partners recognize that the entire line of Kid Cuisine is committed to continually bringing innovation to this segment through products and programming," he adds. -MH

4. Poppers Cream Choose Stuffed Jalapenos with Berries Inferno Dip

The ingredients list for Anchor Foods' newest Poppers brand appetizer reads like the script prepared for waiters in a good restaurant who must who describe the day's specials: First, there's the cream cheese, and it's stuffed into the breaded jalapenos, accompanied by the raspberry dipping sauce, which contains a hint of habanero peppers.

"Retailers like the bold packaging, unique flavor profile and colorful breading," says marketing manager Jim Garsow. "Consumers often request that we consider selling the Berries Inferno dip as a separate item. They often comment on how well the sauce compliments the cream cheese-- stuffed jalapenos."

The product was successfully launched into club stores and select retail supermarket areas late last year as a special "holiday" formula, he explains, and it became the brand's best selling item in club stores for last year's key appetizer season.

The product carries a suggested retail of $8.99, and is sold as a single SKU, in a 46-oz. size. The initial launch, which began in September `00, was supported with in-store demonstrations and end-aisle displays at all major club store customers, Garsow notes.

In describing the innovations that are part of this new product and the program behind it, the marketer points out, "This was the first time that we used this unique colorful breading in a retail product."-MH

5. Breyers Ice Cream Parlor Sundaes

It's an old marketing maxim: Consumers buy with their eyes. Following that advice, Good-Humor Breyers scored a hit this year with its Parlor Sundaes, designed to bring the experience of an ice cream parlor right into shoppers' freezers.

"The challenge was to enter an entirely new product format in the category," says Terry Olsen, vice president of marketing for the Green Bay company. "Breyers Ice Cream Parlor Sundaes are packaged in a transparent tub to maximize the visual appeal" Available in four flavors-- Vanilla Fudge, Turtle Sundae, Strawberry, and Fudge Brownie-the 30-- oz. transparent tubs carry a suggested retail of $3.49.

Parlor Sundaes address "the consumer desire for indulgence and convenience," Olsen says. "Sauces and generous amounts of fruit, nut, and brownie toppings are combined with premium vanilla and chocolate ice cream. At the same time, the reusable packaging makes it easy to store the product."

Still in their Northeast test markets, Parlor Sundaes are being supported with regional consumer print advertising, and a public relations campaign targeting newspaper and magazine food editors.-DW

6. Flavor Blue Bunny Champ Cones

A pioneer in the feature flavor business for more than 30 years, Wells' is in the habit of building on successful lines already on the market to bring consumers a new way to enjoy their favorite Blue Bunny item.

"Blue Bunny's positioning with consumers has a lot to do with variety and flavor selection," says Jim Rossiter, director of marketing for Wells' Dairy (Le Mars, Iowa). "I think consumers like new things-look at the name of the category; they're always looking for something exciting and different. Flavors like Turtle Sundae and Peanut Brittle and Chocolate Lovers are flavors that have heretofore not been presented to them in a cone category, so it's something new and different."

The remaining varieties rounding out the feature flavor line include such innovative offerings as Peanut Butter & Chocolate, Butter Pecan, and Cookies & Cream, all available for a limited time. These homemade ice cream combinations are packed into a sugar cone, dipped in chocolate and topped off with peanuts. They join the regular line of vanilla, caramel, fudge, and a low-fat vanilla Champ cones.

Says Rossiter, "We came out with a feature flavor sandwich program last year and that was successful. This year one of our more successful novelty categories is our Champ ice cream cone line and so we thought `what better way to increase facings, trial and consumer sales then to add some variety and some uniqueness and innovative flavors to our Champ cone line?' So that's what we did."

Although the company would not release specific sales data on the product, Rossiter admits that they are having some difficulty keeping up with the demand. "The feature flavor Champ cone is going really well, it's hard to keep it in stock," he says.

While the audience for novelties knows no specific age group, Rossiter says that cones in particular are more for the teen and adult market. "Cones are a little more adult in the novelties category in that they tend to be fairly large, kind of complex with the cone, the ice cream, the coating, and some kind of topping."

In addition, he points out that "as the Baby Boomer generation gets older, one of the first generations to get tied to the take-home novelty program, they're taking that consumption pattern with them, so we're seeing novelty sales going more adult all the time."

Wells' Dairy's Champ cones and other retail products can be found in about 35 states, mainly in the middle section of the U.S. and across the South. The cones retail for approximately $4.29 per 6-count box.-KSL

7. Wells' NASCAR Speedway Sundae Ice Cream Bars

Wells' Dairy, Le Mars, Iowa, puts its novelty section into full gear as it teams up with NASCAR to introduce new Speedway Bars, tempting male consumers with vanilla ice cream, fudge sauce and Spanish peanuts dipped in milk chocolate.

Beginning as a trio of novelties for the C-store market, the Speedway line moved into retail grocery stores earlier this year with a smaller version of the original Speedway Bar.

"We came out with a trio, a cone, a bar, and a sandwich, and the one that caught on the best was the Speedway Sundae bar. We downsized it slightly to make it more of a takehome product and put four in a pack and introduced it this spring," says Jim Rossiter, director of marketing.

And by teaming up with names like NASCAR, Wells' is almost guaranteed to speed away with even more novelty dollars.

"We have a license agreement with NASCAR that started out in our C-- store division a year and a half ago," says Rossiter. "We were looking at trying to gain some credibility and get a tie in to hit that more male-dominated segment that visit C-stores, and NASCAR seemed like a good fit."

Marketing support for Wells' is brand-based, and includes trade support, in-store promotions, ads, displays, and point of sale materials. -KSL

8. King's Hawaiian Chicken Bowl Extensions

King's Hawaiian scored with retailers with three new chicken bowl choices: Almond Chicken, Mandarin Orange Chicken and Szechwan Chicken.

"We were the first to grow and develop the bowl category, mostly through the warehouse stores," says product manager Laani Watanabe. "In 1999 we took the six most popular, familiar Asian items to retail-and they are still top sellers--but the three newest are more innovative and creative. People are looking for variety and ouality."

The three new bowls were launched in September 2000, in a program that continued into this year in 20 key markets in the West, Southeast, Northwest and Midwest markets where the brand focuses its marketing and distribution efforts. King's Hawaiian is headquartered in Torrance, Calif.

"What consumers comment on is the product quality. They say it is one of the best frozen meals they have ever tried. We want to create bowls that are restaurant quality. We use IQF grade vegetables and seasoned rice pilaf. We use custom blended sauces that are slow cooked and blended so that they reach a good balance of flavor," says Watanabe.

With price points that range from $2.89 to $3.39, the three new product introductions have been a "solid success." With a total of nine SKUs to choose from, retailers are adding the new products to their line. "Most stores stock an average of six SKUs of King's Hawaiian Bowls," she says.

The company dropped several FSIs in support of the launch, along with coupons distributed through its popular Hawaiian Sweet Breads, as well as end-cap programs, cents off coupons and participation in retailers' loyalty programs. -MH

9. Joseph Campione Five Choose Garlic Toast

Joseph Campione was tapped by retailers this year for its Five-Cheese garlic toast, which offers even more cheese toppings then the typical single-cheese variety.

The popular new product is packaged in a 15-oz. pack containing 10 slices and retails for $2.59. "Each slice is covered with an Italian combination of a Mozzarella, Asiago, Parmesan, Provolone and Romano cheese," says Anne Campione. "It's excellent"

With the toast taking over the bread category and quickly making it one of the largest categories in the frozen section, it's no wonder why Joseph Campione launched this one-of-a-kind five-cheese variety in the early part of this year.

"The combination has been really successful for us. We offer that combination on one of our loaves which is almost the number one item in our line," says Campione. "With the influx of that toast business being so strong, we transferred the cheeses onto the toast. So far, it's doing really well."

"You can use as much or as little and put it back without wasting it," says Campione. "This particular product has 10 slices, and you can open up the pack and take two to three out and put the rest back for another use. In the past people have had to basically make the whole loaf."

"And in addition to that, it takes a lot less time to cook," Campione points out "It's ready in less than 10 minutes.fl

Marketing efforts for the product include FSIs beginning in October and running throughout November and December. "We're running high value coupons beginning in October, a complete in-store demo program and just real hot price points," says Campione.

The company hopes its new five-cheese toast will appeal to the toast customer, while also bringing in incremental business at the same time. "Garlic bread has such a wide appeal these days; it's grown so significantly over the past 15 years," says Campione. "Each year we just gain more and more people, so we're hoping that the uniqueness of this product will lure someone into the category who previously hadn't bought into it before."

Distribution for the toast and other Campione garlic bread products is in the Southeast, the Midwest, and on the West Coast. Says Campione of the new toast, "We did kind of a first wave, and now we're going to go back and close in on the accounts that we weren't able to show the product to."

Next up for the company are a series of new products ready to roll out in the beginning of next year. "We're coming up with some products for one of our private label customers that we're going to roll out into retail," says Campione. -KSL

10. Farm Rich Original & Cinnamon French Toast Sticks

After developing the first French toast stick in conjunction with Burger King in 1984, and then bringing it to retail in 1987, Farm Rich has reformulated the product and now offers an original flavor, and a new twist on an old favorite, cinnamon sprinkle. "Over time there have been many different formulations that have come and gone, but these two particular ones have been reinvented to hit on what today's consumers are looking for," says Justin Couturier, product manager for Farm Rich

French Toast.

Geared toward women 35 to 44 years old with two kids in the household ages 6 to 12, and teen boys, the product is doing well with all frozen breakfast consumers according to company executives.

"The cinnamon sprinkle for example is new and unique to the market simply by how the cinnamon flavor is added to the product," says Couturier. "The way the product was designed was as if you were making it at home. Growing up you used to put toast in the toaster, pull it out, put butter on it, and sprinkle cinnamon and sugar all over it. So when you bite into it you actually get cinnamon and sugar on top of the French Toast."

With distribution up and down the East Coast, Farm Rich says it's rapidly moving west and currently has several distribution points in Phoenix, Salt Lake City, and on the West Coast.

The sticks are available in 20-oz. cartons and retail for approximately $2.89. Says Couturier, "We also put a sealed bag inside our cartons to make sure that we deliver on the freshness of the product,which none of our competition is doing in the French toast stick category."

The French toast sticks can be baked in either a conventional or convection oven, fried, or microwaved, with "homemade" results says company executives.

Up next for Farm Rich are more breakfast products, although no specific information is being released as of yet. "There are five or six products in research and development, but I can't elaborate on any of those," says Couturier. "But we are actively looking into new products and line extensions." -KSL