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Hood teams with state tourism boards in flavor promotion.

New England dairy giant H.P. Hood has formed a partnership with the Massachusetts Office of Travel and Tourism and its sister agencies in Connecticut, Maine, Rhode Island, and Vermont to promote a new line of New England Creamery ice cream flavors in a "Taste of New England Tour." The 18 new flavors have names meant to evoke "the best of New England," such as Martha's Vineyard Black Raspberry, Cape Cod Fudge Shop, North End Spumoni, Vermont Maple Nut, and Maine Blueberry & Sweet Cream. As part of a $1 million-plus marketing campaign, Hood will be offering free tastings at events throughout the region this summer and promoting state tourism services in ads. Hood is also launching a sweepstakes contest that calls for entrants to name a 19th flavor for the line.

Hood notes that the line offers "a delicious tribute to New England icons, from the quaint B&Bs of Cape Cod and Vermont's ski lodges to forest and lake retreats nestled in New Hampshire. Each flavor is crafted with authentic recipes from throughout New England, delivering the mouth-watering taste only found in those favorite New England hideaways." New England Creamery, which will sell for $5 to $6 for half-gallon containers, takes the place of Hood Peak Treasures, which is being discontinued, according to a company representative.

New England Creamery is being offered in 56-ounce stackable containers, with six of the 18 being Light flavors. Emphasizing the colorful local names, the line will be targeted at the region's vacationers and sightseers. A representative of the Massachusetts tourism office said that his state alone gets some 32 million tourists each year from other parts of the United States and abroad, as well as some six million residents who vacation within the state.

Hood has operated in New England since its founding in 1846 in Charlestown, MA. In 2004, the company made a significant move outside the region when it acquired Minneapolis, Minnesota-based Kemps LLC and Binghamton, New York-based Crowley Foods. The company now has sales of approximately $2.2 billion and its Hood branded lines of milk and other dairy products regularly rank number one in the six-state New England region.
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Publication:Ice Cream Reporter
Date:Apr 20, 2006
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