Pepperidge Farm launches a new cookie brand next month, while General Mills readies its own brand of microwaveable treats.
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| Pepperidge Farm debuts Whims this fall |
Pepperidge Farm will bow Whims, a six-item line of bite-sized cookies. Whims Crispy Waves are thin, curvy (think Pringles) cookies; flavors are Chocolate Chip, Mint Chocolate Chip, and Toffee Chip. Whims Crunchy Clusters are bite-sized nuggets; flavors are Chocolate Cashew, Chocolate Chocolate, and White Chocolate Pecan. Cylindrical canister packages are designed for on-the-go snacking, and can be stacked right side up or upside down on store shelves. Packages sell for $3.49.
Heavy TV and print advertising, in-store promos and p.r. support the June launch. Norwalk, CT-based Pepperidge Farm expects the line to become 25% of its cookie business in a few years.
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| Betty Crocker makes microwaves bake |
Pepperidge Farm cookies sales rose 4.1% to $286 million in food, drug and mass-merch stores (excluding Wal-Mart) for 52 weeks ended April 17, per Information Resources, Inc. Pepperidge Farm holds a 7.8% share of the $3.66 billion cookie segment, behind Nabisco (37.5% share), Kellogg Co.’s Keebler (11%) and private label (8.1%), per IRI.
Separately, General Mills will launch Betty Crocker Warm Delights microwaveable cakes in September. Five flavors come in single-serve bowls; consumers add water to the cake mix and microwave it for one minute. Flavors are Molten Chocolate Cake, Molten Caramel Cake, Hot Fudge Brownie, Cinnamon Swirl Cake, and Fudgy Chocolate Chip Cookie. Each pack sells for $1.99. TV and couponing break in September.
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