Building Core Brands
HORMEL CRISPY REAL
A new product that has a "stay
crunchy" attribute when used
in casseroles and salads.
One ubiquitous and growing brand of
the company is Hormel chili, the number one canned chili
in America with steadily rising sales and dollar category share
growth. Hormel chili with beans and Hormel chili no beans
flavored with Tabasco brand pepper sauce, introduced in late
1999, contributed to the brand's record volume shipments in
fiscal 2000. Cross promotions with other well-known, high-household
penetration products, including Velveeta cheese
and Nabisco premium crackers, also helped spur top-line
growth. Hormel Select chili with beans and Hormel Select
chili no beans were introduced in 108-oz. institutional-size
cans for the foodservice industry as was Mary Kitchen Select
corned beef hash.
The six-item line adds
variety and flavor to
the deli or foodservice
Cure 81 ham continues to enjoy a preeminent place in the
premium ham market. Its position as the preferred choice for
special occasions was supported with recipe books that encouraged
today's younger generation of cooks to become involved
in the food preparation of holiday and family mealtime gettogethers.
At the same time, initiatives intended to move ham
from a special event meal into a mainstream dinner choice
included producing reduced sizes to fit today's smaller families
and single-person households as well as offering options such
as Cure 81 ham steaks and boneless, spiral sliced Cure 81 ham.
An example of brand-name,
at its very best.
Two other leadership brands. Dinty Moore stew and Mary
Kitchen hash enjoyed market share improvement in their
respective categories. A 50 percent reduced fat Mary Kitchen
corned beef hash, in its second year in the marketplace,
achieved broader distribution and helped increase consumption
with light and medium users of hash.
Herb-Ox bouillon moved forward with the successful rollout
of three flavored bouillon cubes - spicy chicken, Italian herb
and garlic chicken. A new 4-oz. Herb-Ox chicken garlic and
herb instant bouillon & seasoning was introduced in granule
form. As with the beef and chicken varieties, a new shaker top
allows the product to be shaken or spooned onto dishes such
as pasta and rice for added flavor.