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PILLSBURY AND ADM TO MARKET GREEN GIANT HARVEST BURGERS ALL-VEGETABLE PRODUCT WILL GET BIG CONSUMER PUSH

 MINNEAPOLIS, Aug. 12 /PRNewswire/ -- Pillsbury and Archer Daniels Midland (ADM) announced jointly today that Green Giant, a Pillsbury division, will become the exclusive marketer of a low-fat, no- cholesterol, all-vegetable patty that has been developed by ADM.
 The alliance stems from what both companies perceive as a growing demand from consumers for healthful foods that provide taste and convenience.
 As part of the agreement between ADM and Pillsbury, Green Giant Harvest Burgers, an alternative to meat-based burgers, will undergo significantly expanded distribution -- from nine cities presently to over 50 percent of the United States by the end of September 1994.
 ADM has marketed the product selectively since its introduction in 1991, and the company approached Pillsbury to create greater grocery store distribution and higher consumer awareness.
 "We think this agreement will get an outstanding product in the homes of more and more consumers," said Paul S. Walsh, CEO of Pillsbury. "Green Giant has retail store coverage and consumer marketing strengths that will prove invaluable."
 In marketing Green Giant Harvest Burgers, Green Giant will be aiming to enhance its overall franchise by entering a new category that has a clear focus on health. Green Giant is the leading brand in packaged vegetables and has experienced significant success lately in its value- added frozen vegetable category, with products offering nutrition and convenience.
 "Trends indicate that this is a product with definite appeal to the health-conscious," said Dwayne O. Andreas, chairman and chief executive officer of ADM. "We think teaming up with Pillsbury in this way will combine the strengths of our two companies. We are committed to exploring aggressively the potential of this product."
 Green Giant Harvest Burgers will be sold in frozen form in grocery stores. The line will include four varieties -- original, Southwestern style, Italian style, and breakfast patties.
 In targeting health-conscious consumers, ADM and Pillsbury believe that long-term trends toward healthier eating will continue, including reduced consumption of fat and cholesterol, as found in red meat, and increased consumption of vegetables. The aging of the population and the increase in nutritional information are leading more Americans to seek a healthier diet. Government agencies, public health officials, and members of the nutrition and dietary communities have all stressed the importance of more vegetables in the diet, company officials said.
 ADM, headquartered in Decatur, Illinois, has been in the business of procuring, processing, transporting and merchandising agricultural products since 1902. Operating 136 domestic processing plants and 29 overseas, ADM is a world leader in the areas of oilseed processing, corn refining and wheat milling with net sales of $9.2 billion and net income of $504 million in fiscal 1992.
 Pillsbury is a subsidiary of the Food Sector of Grand Metropolitan PLC, 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, GrandMet Foodservice Inc., Haagen-Dazs, Heublein, the Paddington Corporation and Pearle Inc.
 -0- 8/12/93
 /CONTACT: Terry J. Thompson of Pillsbury, 612-330-4768; or Howard Buffett of ADM, 217-424-5413/


CO: Pillsbury, Archer Daniels Midland ST: Minnesota, Illinois IN: FOD SU: JVN

AL -- MN008 -- 2043 08/12/93 10:14 EDT
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Publication:PR Newswire
Date:Aug 12, 1993
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