Kraft General Foods has apparently seen enough success already on its Healthy Favorites line of cheeses and luncheon meats to extend the name outside the refrigerated case. J. Walter Thompson will benefit from the move.
A Healthy Favorites line of barbecue sauce is ready to hit store shelves in the coming weeks, the first line extension of the brand since it was introduced last year in the dairy and meat cases. According to sources, the company will bring out other products slowly only in categories where ConAgra's Healthy Choice has extended successfully. It is not clear whether Kraft will extend the name in such obscure categories as soups and frozen dairy desserts.
But the early success of the brand is a boon for its agency J. Walter Thompson, which handles the Healthy Favorites line. The company will handle the future roll-out of products under the namebrand, with billings possibly reaching the $20-30 million range. The brand will most likely take away from existing budgets as Kraft turns to newer, healthier products to boost its profits. Although sales were strong last year in trouble spots of cheese and viscous products, Kraft is looking to take advantage of the health bandwagon that has spurred ConAgra and other food companies of late.
Thompson officials would not comment.
"They will look carefully at some of the products they will come out with," said one Kraft source. "The company will look at categories where ConAgra has had some success to roll out this brand name."
Thompson last year launched a campaign using TV's Coach stars Craig T. Nelson and Shelley Fabares to focus on the taste of the low-fat, low-calorie line. The duo will continue to appear in ads this year.
Copyright Adweek L.P. (1993)