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Musselman’s releases new campaign that focuses on grower-owned product

BY Melissa Valliant

PEACH GLEN, Pa. Applesauce manufacturer Musselman’s is launching a new “Grower-Owned Since 1949” campaign ad Monday, created by Pittsburgh advertising agency Brunner. This campaign is the company’s largest ever and will include TV ads for the first time in three years.

Musselman’s initially tried to outrun its competition, applesauce giant Motts, with a “Healthy Snack Alternative” campaign. But when the company realized it could not use this position exclusively, they chose to position themselves as the orchard-based, grower-owned producer.

“Internal research showed that ‘Grower-Owned’ also suggests quality and freshness,” a Musselman’s spokesman said.

The campaign’s two television commercials and two outdoor billboards will be aimed toward mothers with school-age children. The TV ads will air on shows like “Oprah,” “Good Morning America,” “Ellen” and “The View” and channels like the Food Network and Learning Channel. The billboards will be placed near food retail locations.

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Stop & Shop expands holdings with conversion of two C&S stores

BY Jenna Duncan

QUINCY, Mass. Stop & Shop this week announced that it has agreed to buy out two Massachusetts Grand Union Family Markets stores and switch them to the Stop & Shop namesake.

The Grand Union in Provincetown, Mass., as well as the Ro-Jack’s in Seekonk, Mass. Will close in December for updates and reopen as Stop & Shop locations in time for the holidays, Stop & Shop said.

C&S Wholesale Grocers, based in Keene, N.H., has been operating the Grand Union store in Provincetown since its 2001 acquisition and the Ro-Jack’s store in a 2003 asset exchange with Supervalu.

C&S is also the supplier to Massachusetts area Stop & Shop stores.

 

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Commerical Bakeries partners with Ganeden to develop probiotic cookies

BY Michael Johnsen

TORONTO Commercial Bakeries, manufacturer of private label cookie products in the United States and Canada, on Wednesday announced a partnership with Ganeden Biotech on the development of a variety of probiotic-enhanced cookie products.

“For the first time, we have the ability to produce baked goods with the added benefit of powerful, health-promoting probiotics,” said Phillip Fusco, vice president of Commercial Bakeries Corp. “Probiotics aren’t limited to the yogurt section any longer.”

“The ability to bake cookies and other products with probiotics is something that was unheard of until recently,” said Mike Bush, vice president for business development for Ganeden Biotech.

Ganeden Biotech’s patented probiotic, GanedenBC30, is the only commercially available probiotic strain that can survive baking and other manufacturing processes, Ganeden asserted. The ability of the probiotic strain to survive harsh manufacturing conditions makes it ideal for inclusion in shelf-stable, baked good products, such as cookies.

Commercial Bakeries Corp. produces an assortment of cookie varieties, including sandwich cream, wire cut and rotary cookies, for private labels in the United States and Canada.

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