Karlin Foods Welcomes Betty Crocker

Northfield, Ill. — Private-label food manufacturer Karlin Foods entered into a licensing agreement with General Mills to launch whole-grain stuffing mixes under the latter's Betty Crocker label in the fall of 2012.Karlin Foods wanted to capitalize on what it sees as consumer demand for quick, healthier foods that retain a homemade taste. "Because of the quick cook time, whole grains and Betty Crocker name, this product has a broader audience – and especially a younger audience – than a typical stuffing," says Mitchell Karlin, Karlin Foods president.The Betty Crocker "homestyle" stuffing flavors of chicken, cornbread and turkey can be heated in five minutes and include ingredients like carrot pieces in the chicken flavor and bell pepper in the cornbread flavor for "a homier, more flavorful taste," says Karlin.Karlin Foods saw an opportunity for further product differentiation by forgoing a traditional stuffing box in favor of a pouch format. "It's easier to open, it's more sustainable because we can fit more product on a truck, and it offers better shelf utilization for retailers," Karlin says.The centerpiece of the product's launch was a Thanksgiving promotion dangling a $3 coupon on the purchase of a Butterball turkey with the purchase of any four Pillsbury croissant, Green Giant canned vegetable, Betty Crocker boxed potato or Betty Crocker stuffing items.The national coupon program reached more than 31 million U.S. households and was complemented by a digital FSI going to nearly a million consumers. The partners also promoted the offer on the Pillsbury, Betty Crocker and Butterball Facebook pages and through the Betty Crocker digital newsletter.In store support included corrugated endcaps, in addition to standalone floor displays, side stacks, tearpads and POS displays. The product gained placement in Hyvee, Piggly Wiggly, Walmart, Giant Eagle, Publix and Schnucks stores.Partners for the "homestyle" stuffing launch included News America Marketing and Coupons.com for the coupon elements, Ideapark, Minneapolis, as the digital agency for the Betty Crocker Facebook site and digital newsletter, and Ignite Sales & Marketing, a division of Ignite Sales Management and Consulting, for marketing support.The launch campaign's success will be gauged by return on investment on all of the marketing and sales components measured together. The social media components will be measured by click-through rates, and the FSI and digital coupon elements by cost per package moved.The ongoing marketing support for the product will include another heavy wave of marketing at Easter. But Karlin feels that the product's short preparation time, good nutrition and favorable price point give the product yearlong appeal. "It's not just a seasonal product," he says. "There's certainly an uptick at the holiday times, but it's a good value as a side dish, so it has a surprising strength throughout the year."

Karlin Foods Welcomes Betty Crocker

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