Printer Friendly

GRANDS! SPECIALTY BISCUITS VOLUME UP SIGNIFICANTLY; THE MOST SUCCESSFUL NEW PREPARED DOUGH PRODUCT LAUNCH IN PILLSBURY'S HISTORY

 MINNEAPOLIS, June 1 /PRNewswire/ -- Grands!, the jumbo-sized refrigerated specialty biscuit product introduced by Pillsbury just two years ago, showed an 80 percent volume growth rate for the half-year just ended, the company said.
 Grands! has become the most successful new product launch in the history of Pillsbury prepared dough products. Introduced in September 1990 in the southern U.S., the product posted sales of more than $40 million in its first year, and with expansion northward in January 1992, sales have exploded to $100 million in just under three years.
 "Biscuits have been a relatively stable category for nearly 20 years. With the introduction of Grands! we've seen the first major growth in the specialty biscuit category in a long time," said Craig Evanich, Vice President, Pillsbury and Hungry Jack Brands. "In 1992, the specialty biscuit category grew 2.4 percent driven by the introduction of Grands! Grands! represents a new level of quality in refrigerated biscuits and has been successful at bringing a whole new group of consumers to the category. Grands! has both grown share for Pillsbury and revitalized the entire biscuit category," Evanich said.
 Pillsbury, which is the market leader in the refrigerated dough products category, conceived the idea for Grands! by tapping into the national interest in biscuits. Long thought of as Southern regional specialty, hot biscuits have been increasing in popularity across the country as family and fast-food restaurants have adopted them for their own menus. Taking note of this trend, Pillsbury believed that the biscuit could be transferred to at-home eating occasions and applied its considerable skill with refrigerated dough products and adapted the biscuit. The result is Grands!, the largest, lightest and fluffiest biscuits in Pillsbury's line.
 Grands! is available in four varieties -- buttermilk, flaky, butter tastin and cinnamon-raisin. Because Grands! contains more vegetable shortening and soft wheat flour, they are significantly larger than other Pillsbury refrigerated biscuits. Due to the highest quality ingredients used in Grands!, it is the most costly formula in the Pillsy? prepared dough line.
 Pillsbury has supported the product through national cable television advertising and couponing through free-standing inserts, which have generated some of the biggest trial and repeat rates in the history of prepared dough products. "The ads are engaging, and it is a simple product to understand," said Scott Glatstein, Business Team Leader. "In addition, consumers have told us they want a bigger biscuit, and the name says that."
 Grands! advertising is the first time that Poppin' Fresh, the Pillsbury Doughboy, has been used to sell a specialty biscuit product. The character has a prominent role on packaging to differentiate it from the competition.
 "Grands! is another example of how we have leveraged the Pillsbury brand name," said Evanich. "We identified a market need and fulfilled it with a high quality product that consumers want."
 Pillsbury is a subsidiary of Grand Metropolitan PLC. GrandMet is one of the largest international companies in the United Kingdom and a world leader in drinks, retailing and food. GrandMet sales are in excess of $14 billion. Other U.S. subsidiaries include Burger King, Carillon Importers, Haagen-Dazs, Heublein, The Paddington Corporation and Pearle, Inc.
 Photos available upon request.
 -0- 6/01/93
 /CONTACT: Nancy Perron or Terry Thompson of Pillsbury, 612-330- 5105, or David Hakansen of Padilla Speer Beardsley, 612-871-8877, for Pillsbury/


CO: Pillsbury ST: Minnesota IN: FOD SU: PDT

DB -- MN012 -- 3925 06/01/93 11:55 EDT
COPYRIGHT 1993 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1993 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:PR Newswire
Date:Jun 1, 1993
Words:568
Previous Article:ARNOLD PALMER GROUP TO DESIGN CASINO MAGIC CHAMPIONSHIP GOLF COURSE
Next Article:CGLlC BRINGS DECLATORY JUDGMENT ACTION
Topics:


Related Articles
PILLSBURY APPOINTS EVANICH AND KEENE TO NEW POSITIONS
PILLSBURY FORMS JOINT VENTURE WITH MEXICO'S PACIFIC STAR, MAJOR DISTRIBUTOR OF FROZEN PRODUCTS
PILLSBURY ANNOUNCES PURCHASE OF RUDI FOODS, INC., LEADING PRODUCER OF PARTIALLY BAKED BREADS
PILLSBURY TO ACQUIRE MARTHA WHITE BUSINESS, LEADER IN POUCH SEGMENT OF DESSERTS AND MIXES
NESTLE TO BUY ALPO PETFOODS, A PILLSBURY DIVISION
GREEN GIANT ENTERS ALLIANCE WITH SENECA FOODS FOR PROCESSING OF ITS CANNED VEGETABLE LINE
GRAND MET'S PILLSBURY SUBSIDIARY TO ACQUIRE PET INCORPORATED IN $2.6 BILLION AGREED TRANSACTION
Burger King Sweetens America's Morning With New Cini-minis
Burger King Sweetens America's Morning With New Cini-minis
CHECK OUT: NEWS & TIPS : FOR MOM'S SWEET TOOTH.

Terms of use | Copyright © 2016 Farlex, Inc. | Feedback | For webmasters