LUNCH MEATS (CHART); REFRIGERATED FRANKFURTERS (CHART); REFRIGERATED BACON (CHART); BREAKFAST SAUSAGE (CHART); DINNER SAUSAGE (CHART)

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Rank Dollar sales to date Market share

'94 '93 Brand 1994 % chg 1994 1993

1 1 Oscar Mayer $681.1 -3.9 23.6 24.7

2 2 private label 362.4 5.5 12.6 12.0

3 3 Louis Rich 229.6 3.6 8.0 7.7

4 4 Hillshire Farm Deli Select 123.2 -4.2 4.3 4.5

5 5 Healthy Choice 111.5 11.2 3.9 3.5

6 6 Bryan 99.3 2.0 3.4 3.4

7 7 Buddig 90.3 -3.3 3.1 3.3

8 8 Eckrich 88.6 -1.9 3.1 3.2

9 9 Butterball 74.8 -2.1 2.6 2.7

10 10 Hormel 60.5 -3.3 2.1 2.2

Total lunch meats 2,880.6 0.6 100.0 100.0

Dollars are in millions for 52 weeks ended May 21, 1994 Thick and Rich are in-thick cuts of meat and Louis Rich, that is. The Kraft General Foods brand rebounded to grow faster than the overall category last year, and hopes for more with new Louis Rich Carving Board Meats, "homemade taste" in four thick and two thin-sliced varieties.

1 1 Oscar Mayer $251.9 7.9 17.0 16.4

2 2 Ball Park 132.7 6.6 9.0 8.8

3 3 private label 112.7 -6.7 7.6 8.5

4 4 Kahn's 52.2 -0.6 3.5 3.7

5 5 Bryan 47.2 -0.4 3.2 3.3

6 6 Hygrade 44.4 13.7 3.0 2.8

7 8 Bar S 39.7 5.2 2.7 2.7

8 7 Eckrich 37.7 -1.9 2.5 2.7

9 10 Armour Star 36.1 3.8 2.4 2.5

10 11 Hebrew National 36.0 20.0 2.4 2.1

Total refrigerated frankfurters 1,477.8 4.1 100.0 100.0

Dollars are in millions for 52 weeks ended May 21, 1994 Match of the century: Michael Jordan vs. George Foreman? While ex-boxer Mr. Foreman helped Oscar Mayer score a knockout with its new Big & Juicy hot dogs, erstwhile basketball star Mr. Jordan served as spokesman for Ball Park Franks, which hit one out of the park.

1 1 Oscar Mayer $210.9 -1.3 18.1 19.4

2 2 private label 201.6 8.2 17.3 16.9

3 3 Hormel 49.2 14.3 4.2 3.9

4 4 Bar S 34.5 7.8 3.0 2.9

5 6 Louis Rich 33.8 12.2 2.9 2.7

6 5 Armour Star 29.2 -4.7 2.5 2.8

7 10 Farmland 27.8 29.2 2.4 2.0

8 7 Wilson's Corn King 26.9 -0.1 2.3 2.4

9 8 Farmer John 26.1 4.9 2.2 2.3

10 9 Smithfield 26.0 17.1 2.2 2.0

Total refrigerated bacon 1,166.5 6.0 100.0 100.0

Dollars are in millions for 52 weeks ended May 21, 1994 KGF's Oscar Mayer brand lost share points in this fragmented market, as smaller companies from Hormel Foods Corp. to Farmland Foods hogged share. As consumers continue searching for lower-fat alternatives, KGF's Louis Rich turkey bacon gained sales.

1 1 Jimmy Dean $129.6 5.5 19.3 18.7

2 2 Bob Evans Farms 86.4 7.1 12.8 12.3

3 3 Swift Premium 54.5 -2.4 8.1 8.5

4 4 private label 42.0 2.2 6.2 6.3

5 5 Odom's Tennessee Pride 32.0 -0.8 4.8 4.9

6 6 Owens 25.7 11.2 3.8 3.5

7 8 Hormel 20.3 -2.6 3.0 3.2

8 7 Farmer John 19.8 -6.0 2.9 3.2

9 9 Purnell Old Folks 19.8 9.0 2.9 2.8

10 10 Jones 14.8 -3.4 2.2 2.3

Total breakfast sausage 672.3 2.4 100.0 100.0

Dollars are in millions for 52 weeks ended May 21, 1994 In the breakfast battle of the big-name brands, Bob Evans Farms dished up a better performance down on the farm than did Sara Lee Corp.'s Jimmy Dean line. But both posted sizzling sales, besting Armour Swift-Eckrich's Swift Premium and even private-label sausages.

1 1 Thorn Apple Valley $46.5 31.0 10.0 8.8

2 5 Hillshire Farm 41.6 184.9 8.9 3.6

3 2 Eckrich 21.0 9.0 4.5 4.8

4 4 private label 19.6 19.6 4.2 4.1

5 3 Louis Rich 17.5 -5.9 3.7 4.6

6 9 Mr. Turkey 16.6 38.5 3.6 3.0

7 6 Bryan 15.5 8.4 3.3 3.6

8 8 Johnsonville 13.2 7.8 2.8 3.1

9 7 Bryan Smokey Hollow 12.7 1.4 2.7 3.1

10 12 Lykes 11.4 9.1 2.5 2.6

Total dinner sausage 466.3 16.3 100.0 100.0

Dollars are in millions for 52 weeks ended May 21, 1994

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