General Mills will turn its Yoplait yogurt into a meal with Nouriche, a nonfat yogurt smoothie fortified with 20 vitamins and minerals, set to launch in Western and Southwestern test markets this summer. A TV campaign offers, "No time for a meal? Nouriche yourself." Publicis Groupe's Saatchi & Saatchi, New York, handles.
"A one-handed meal that fits easily into a car cup holder -- that's the definition of convenience these days," said Triona Schmelter, marketing manager for Yoplait New Ventures.
Clearly, other marketers
"The whole idea of [consumers] being able to eat anytime, anywhere has been a barrier [for Campbell]," said Mark Censoprano, business director for Campbell's New Business Development. "Now, we've made it very easy to consume our hot soup."
Coca-Cola Co. in October will launch its Powerade Power a.m. as a breakfast replacement with a print and outdoor effort that avers "Get up and go." Powerade's agency is independent Wieden & Kennedy, Portland, Oregon. PepsiCo will also look to get in on the smoothie craze with its launch in July of Dole Smoothers.
Kraft Foods will launch a line of Nabisco Go-Paks, cupholder-ready contour packages featuring mini versions of its cookies and crackers, a la PepsiCo's Frito-Lay Go Snacks.
ConAgra Foods will play off the popularity of Hershey Foods Corp.'s signature brand with the launch in June of Hershey's Portable Pudding in tubes. ConAgra will also extend its Jolly Rancher Gel Snacks into tubes.
Targeting those still interested in preparing a meal, McCormick & Co. this fall will launch 1 Step Seasoning, which promises meals such as Tex-Mex Chili with the addition of just three ingredients. McCormick will support the line with a $10 million TV and print campaign from Sawtooth Group, Woodbridge, N.J.