COOKIES; CRACKERS (CHARTS)

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Rank Dollar sales to date Market share

'94 '93 Brand 1994 % chg 1994 1993

Cookies

1 1 Nabisco $1,382.2 þ15.7 38.5 35.8

2 2 Keebler 398.3 -4.0 11.1 12.4

3 3 private label 323.6 12.2 9.0 8.6

4 4 Sunshine 168.6 2.5 4.7 4.9

5 5 Pepperidge Farm 164.3 1.8 4.6 4.8

6 6 Archway 144.3 3.5 4.0 4.2

7 7 Little Debbie 126.0 4.4 3.5 3.6

8 8 Mother's 114.6 1.2 3.2 3.4

9 11 Murray 57.4 9.5 1.6 1.6

10 12 Entenmann's 52.8 18.1 1.5 1.3

Total cookies 3,593.1 7.5 100.0 100.0

Dollars are in millions for 52 weeks ended Oct. 15, 1994. No one can keep up with Nabisco Biscuit Co.'s cookie brands. Nabisco gained nearly three share points on the strength of its now-$218 million SnackWell's supermarket franchise and another strong year for its Fat-Free Newtons-offsetting the slow fade of bite-size products.

Rank Dollar sales to date Market share

'94 '93 Brand 1994 % chg 1994 1993

Crackers

1 1 Nabisco $1,163.9-0.9 49.3 50.1

2 2 Keebler 414.2 -1.6 17.5 18.0

3 3 Sunshine 222.6 2.3 9.4 9.3

4 4 private label 193.6 8.5 8.2 7.6

5 5 Pepperidge Farm 89.8 8.4 3.8 3.5

6 6 Stella D'Oro 29.0 6.4 1.2 1.2

7 7 Carr's 26.8 9.0 1.1 1.1

8 8 Red Oval Farms 22.7 -4.0 1.0 1.0

9 9 Old London 20.3 0.5 0.9 0.9

10 11 Dare 16.3 28.6 0.7 0.5

Total crackers 2,362.7 0.8 100.0 100.0

Dollars are in millions for 52 weeks ended Oct. 15, 1994. There were crisp sales increases at both ends of the cracker market, as private label and upscale brands did well. Despite strength in SnackWell's and Ritz, Nabisco's overall share suffered because of soft sales of standbys Triscuit, Wheat Thins and Premium saltines.

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