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Candy maker announces Baskin-Robbins soft candies to be sold in theatres

BY Jenna Duncan

MOORESVILLE, N.C. BestSweet confection maker has announced that a new line of Baskin-Robbins soft candy will soon be available in boxed form for the movies.

Brand manager, Mark A. Fields, said, “Given the buzz and success we received from the recently launched soft candy products, it was only fitting to also release it in the fun theater box format. We’ve witnessed fantastic growth of the theatre box packaging format across food, drug and mass channels, and with the recent product launch and changes we’ve been making to the line, the timing was perfect for those retailers looking to add unique theatre box items to their candy sets.”

The announcement to release the boxed soft candies was first made at the 2008 Winter Confectionery ECRM event, in Denver, C.O. during the week of Feb. 18 through 22.

The soft candies will be available in two flavors; mint chocolate chip and very berry strawberry ice cream flavors. The box comes in a 3.1 oz size and retails for $1.29. BestSweet says the boxed soft candies will be available in theatres May 2008.

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Mrs. Butterworth’s stages breakfast comeback

BY Jenna Duncan

ST. LOUIS The marketing team for Mrs. Butterworth’s pancake and waffle syrup has put together the most extensive multi-platform campaign the brand has seen in about 10 years. The campaign is set to launch this week with TV ads, an interactive game and online contest, and a relaunch of the Mrs. Butterworth’s Web site.

Pinnacle Foods, the company that acquired Mrs. Butterworth’s in 2004, said the new ads target kids and moms.

“The ads are designed to introduce the talking Mrs. Butterworth bottle to a new generation of kids, and remind parents how Mrs. Butterworth makes breakfast fun,” Andy Reichgut, vice president of marketing at Pinnacle, Mountain Lakes, N.J., said.

The ad campaign speaks to the heritage of the Mrs. Butterworth’s brand, Pinnacle representatives said. Two TV ads focus on Mrs. Butterworth’s syrups, and a third promotes the interactive game. The redesigned Web site and interactive online game launch this week at www.wheresmrsbutterworth.com.

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Pepperidge Farm ends pre-pricing packaged snacks

BY Jenna Duncan

NORWALK, Conn. Pepperidge Farm, the maker of packaged soft and hard baked cookies, snack chips and Goldfish Crackers, is no longer stamping packaging with predetermined suggested retail prices.

Representatives from Pepperidge Farm said that pre-marked packages will be gone from convenience, drug store and other retail shelves by late May. The package sizes affected by the edit include 6.25- and 7.2-oz. bags of around 12 different SKUs of snacks, including Goldfish Crackers (currently priced at $2.19) and Pepperidge Farm’s Chocolate Chunk Cookies (pre-marked $3.19).

The reason for getting rid of the pre-marked packages, the company said, was to stay flexible in the pricing of its cookies and crackers in order to withstand the rising costs of commodities and shipping.

Other companies, such as Kellogg and Kraft, have removed price-labeling from some of their snack items, as well. Some retailers have said they are will no longer stock pre-priced snacks, which could affect sales of certain brands across categories.

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