SuperBrands '96 Category Ranking: FOOD

Cross-category line extensions drove the growth of many national brands thisyear. Licensing and co-branding enabled top brands to borrow the expertise toenter unfamiliar aisles. And licensors got the immediate recognition popularbrands enjoy. Brand Co. Name, Location Lead Agency, Location Sales (billions) Media Expenditures (millions)1 Campbell's Soups Campbell Soup, Camden, NJ Bates USA/BBDO - New York Sales: $1.807 Media Exp.: $71.22 Kraft Cheese Kraft Foods, Glenview, IL Various Sales: $1.732 Media Exp.: $83.83 Pillsbury Biscuits/Dough Pillsbury, Minneapolis Leo Burnett - Chicago Sales: $1.088 Media Exp.: $7.14 Lipton Loose Tea & Tea bags Thomas J. Lipton, Englewood Cliffs, NJ J. Walter Thompson - New York Sales: $0.995 Media Exp.: $17.45 Folger's Coffee Procter & Gamble, Cincinnati, OH Ayer - New York Sales: $0.995 Media Exp.: $45.56 Similac Infant Formula Abbott Laboratories, Abbott Park, IL N/A Sales: $0.981 Media Exp.: N/A7 Stouffer's Frozen Dinners Stouffer Foods, Solon, OH Messner Vetere Berger McNamee Schmetter - New York Sales: $0.916 Media Exp.: $45.88 Tropicana Refrig. Juice Tropicana Products, Bradenton, FL Leo Burnett - Chicago Sales: $0.915 Media Exp.: $21.4347-1683.3 (EPUB)9 Maxwell House Kraft Foods, White Plains, NY Ogilvy & Mather - New York Sales: $0.816 Media Exp.: $45.510 Ocean Spray Shelf-stable Juice Ocean Spray Cranberries, Lakeville- Rotando Partners - Stamford, CT Middleboro, MA Sales: $0.779 Media Exp.: $42.211 Oscar Mayer Lunch Meat Oscar Mayer Foods, Madison, WI J. Walter Thompson - Chicago Sales: $0.649 Media Exp.: $21.212 Gerber Baby Food Gerber Products, Fremont, MI Noble & Associates - Springfield, MO Sales: $0.646 Media Exp.: $18.413 Dannon Yogurt Dannon, Tarrytown, NY Grey Advertising - New York Sales: $0.559 Media Exp.: $20.814 Doritos Frito-Lay, Plano TX BBDO, New York Sales: $0.556 Media Exp.: $18.115 Minute Maid Refrig. Juice Coca-Cola, Atlanta GA Lowe & Partners, New York Sales: $0.555 Media Exp.: $12.616 McCormick McCormick, Hunt Valley, MD In-House Sales: $0.494 Media Exp: $.48517 Lays Frito-Lay, Plano TX BBDO, New York Sales: $0.493 Media Exp: N/A18 Enfamil Bristol-Myers Squibb, New York N/A Sales: $0.487 Media Exp: $6.919 Healthy Choice Froz. Din. ConAgra, Omaha, NE Campbell Mithun Esty, Minneapolis Sales: $0.483 Media Exp: $11.7347-1683.3 (EPUB)20 Star-Kist Star-Kist Seafood, Newport, KY Leo Burnett, Chicago Sales: $0.477 Media Exp.: $.10521 Kraft Miracle Whip Kraft Foods, Glenview, IL J. Walter Thompson, Chicago Sales: $0.445 Media Exp.: $29.022 Ore-Ida Frozen Potatoes Ore-Ida Foods, Boise, ID Berlin Wright Cameron Doyle, New York Sales: $0.423 Media Exp: $1.823 Swanson Frozen Dinners Campbell Soup, Camden, NJ BBDO, New York Sales: $0.414 Media Exp: $5.324 Ragu Pasta Sauce Van Den Bergh Foods,Trumbull, CT J. Walter Thompson, New York Sales: $0.413 Media Exp: $15.125 M&M's Mars, McLean, VA Bates, Chicago Sales: $0.413 Media Exp: $44.926 Philadelphia Cream Cheese Kraft Foods, Glenview, IL J. Walter Thompson Sales: $0.405 Media Exp: $17.527 Isomil Abbott Laboratories, Abbott Park, IL N/A Sales: $0.398 Media Exp: N/A28 Kraft Salad Dressing Kraft Foods, Glenview, IL Leo Burnett, Chicago Sales: $0.396 Media Exp: $74.929 Ruffles PepsiCo, Purchase, NY Young & Rubicam, New York Sales: $0.385 Media Exp: $.26930 Tostitos Frito-Lay, Plano, TX BBDO, New York Sales: $0.373 Media: $20.1347-1683.3 (EPUB)31 Minute Maid Frozen Juice Coca-Cola, Atlanta, GA Lowe & Partners - New York Sales: $0.373 Media Exp.: N/A32 Gatorade Quaker Oats, Chicago Bayer Bess Vanderwarker - Chicago Sales: $0.371 Media Exp.: $34.933 Chef Boyardee American Home Products, Madison, NJ Young & Rubicam, New York Sales: $0.371 Media Exp.: $8.134 Planters Nuts & Snacks Planters LifeSavers, Winston-Salem, NC Ammirati & Puris/Lintas - New York Sales: $0.366 Media Exp.: $2.435 Kellogg's Pop-Tarts Kellog, Battle Creek, MI Leo Burnett, Chicago Sales: $0.366 Media Exp.: $41.536 Bumble Bee Tuna Bumble Bee Seafood, San Diego, CA Phillips-Ramsey New York Sales: $0.356 Media Exp.: $.13437 Del Monte Shelf-stable Vegs Del Monte Foods, San Francisco McCann-Erickson, San Francisco Sales: $0.354 Media Exp.: $2.938 Budget Gourmet Dinners Kraft Foods, White Plains, NY Young & Rubicam, New York Sales: $0.352 Media Exp.: $7.839 Little Debbie Snack Cakes McKee Foods, Collegedale, TN Tucker Wayne/Luckie, Birmingham, AL Sales: $0.345 Media Exp.: $9.440 Quaker Hot Cereal Quaker Oats, Chicago Jordan McGrath, Case & Taylor, New York Sales: $0.337 Media Exp.: $16.0Source: Information Resources Inc. (Sales); Competitive Media Reporting (spending)347-1683.3 (EPUB)Copyright ASM Communications Inc., 1995 ALL RIGHTS RESERVED

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SuperBrands '96 Category Ranking: FOOD

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