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CAMPBELL SOUP COMPANY TO RELAUNCH LEMENU DINNER LINE (Product Announcement)

 CAMPBELL SOUP COMPANY TO RELAUNCH LEMENU DINNER LINE
 CAMDEN, N.J., Jan. 17 /PRNewswire -- Taking inspiration from


America's favorite casual dining spots, Campbell Soup Company (NYSE: CPB) announced today it is relaunching its "LeMenu" frozen dinner line under the name "New American Cuisine."
 LeMenu New American Cuisine's "menu" includes a broad range of varieties, many of which are new to supermarket freezer cases. Beyond its innovative varieties, the line offers consumers restaurant-quality taste and a new culinary approach to frozen dinners including grilled and roasted varieties. The New American Cuisine line will be available in supermarkets nationwide beginning January, 1992.
 "Campbell created the premium frozen dinner category in 1982 with the introduction of LeMenu Dinners. Now, in 1992, we plan to break through the clutter in the freezer case once again by drawing on current food and restaurant trends as the inspiration for a new line of innovative, contemporary dinners unlike anything else currently on the market," said Murray Kessler, Premium Meals business director.
 LeMenu's New American Cuisine line is the result of extensive research examining eating trends and menu selections at casual dining restaurants such as Houlihans, Bennigans and T.G.I. Friday's, currently the fastest growing segment of the restaurant business.
 "The selections we found on these menus -- and built into the line -- are best described as New American Cuisine," Kessler said. Specifically, the concept behind the cuisine is:
 -- An All-American update of the French nouvelle cuisine popular in the '70s;
 -- A way of cooking that uses grilling and roasting as well as lighter sauces to address healthy eating trends;
 -- A combination of high quality regional and ethnic ingredients to create bold, imaginative dinners;
 -- '90s eating attitudes -- casual, fun and contemporary.
 LeMenu New American Cuisine dinners are made with superior quality ingredients combined in unique and imaginative ways, Kessler said. Innovative side components such as spicy roasted potatoes, pilafs, mafalda pasta and cranberry cornbread stuffing along with unique "extras" such as hot sauces, blue cheese dipping sauces or a piece of chocolate set the line apart from other frozen dinners in the supermarket. Just by the nature of the quality ingredients and the manner of their preparation, the line offers a sensible nutrition profile consistent with consumers' interest in healthier eating.
 Building on the restaurant menu concept, the New American Cuisine line offers varieties from three menu categories:
 -- From the Grill -- Items that use healthier grilling techniques in their preparation such as Santa Fe-Style Grilled Chicken served with a rice, corn and black bean medley, zesty slices of zucchini and carrots, and a corn muffin.
 -- Bistro Favorites -- Traditional varieties that have been updated with '90s-style cooking and side components such as oven-roasted Beef Sirloin Tips served over pasta with buttery carrots and broccoli in a creamy Cheddar cheese sauce.
 -- Melting Pot -- Varieties inspired by different cultures which have become mainstream classics such as Sweet & Sour Chicken served over rice and accompanied by a colorful combination of steamed oriental-style vegetables.
 The New American Cuisine line will replace regular LeMenu dinners in the freezer case, Kessler said. The line will have a suggested retail price of $3.39. The New American Cuisine introduction will be supported by national television advertising and consumer promotion as well as introductory trade deals. The advertising, to be launched in February, 1992 was developed by Ogilvy & Mather, New York.
 LeMenu New American Cuisine is a product of Campbell Soup Company, Camden.
 /delval/
 -0- 1/17/92
 /CONTACT: Marsha Cade of Campbell Soup, 609-342-3883/
 (CPB) CO: Campbell Soup Company ST: New Jersey IN: FOD SU: PDT


JS -- PHFNS2 -- 0827 01/17/92 07:32 EST
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Article Type:Product Announcement
Date:Jan 17, 1992
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