100 LEADING NATIONAL ADVERTISERS;NABISCO BRAND IS THE COOKIE SCENT

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Cookie marketers continue to plot their future against Nabisco's mighty fat-free SnackWell's brand.

By midyear, that popular line had pushed past the No. 3 cookie brand in 1994, Nabisco's own Newtons line, growing 23.3% to $258.2 million in supermarket sales, according to Information Resources Inc. The theme of SnackWell's award-winning ad campaign from FCB/Leber Katz Partners seemed an in-your-face challenge to competitors: "So good, can we ever make enough?"

In the spring, the SnackWell's reach was broadened with Nabisco unveiling salty snacks, yogurt and reduced-fat pies.

Possibly as a result of the SnackWell's onslaught, Keebler Co. was put on the block in July by U.K. parent United Biscuit. Keebler, its 11.3% share at midyear far behind Nabisco's 38%, launched a rash of rivals last fall, including fat-free Elfin Delights Devil's Food and reduced-fat Chips Deluxe, Pecan Sandies and Vanilla Wafers. The introductions actually helped Keebler outgrow Nabisco-4.9% to 1.6%-in supermarket dollar sales for the 52 weeks ended mid-June '95.

Campbell Soup Co.'s Pepperidge Farm, No. 4 in the market at midyear (behind private labels, No. 3 at 10.9%), is now rolling out a fat-free assault with Greenfield Healthy Foods brand cookies, in chocolate, apple spice and oatmeal raisin.

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