PROCESSED CHEESE SLICES (CHART); REFRIGERATED PUDDING (CHART)

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Rank Dollar sales to date Market share

'94 '93 Brand 1994 % chg 1994 1993

1 1 Kraft $595.3 3.0 39.9 38.7

2 2 private label 384.6 1.6 25.7 25.4

3 3 Borden 151.7 -7.7 10.2 11.0

4 4 Kraft Deluxe 130.5 0.7 8.7 8.7

5 5 Velveeta 89.1 -2.4 6.0 6.1

6 6 Land O Lakes 20.8 20.0 1.4 1.2

7 7 generic 12.6 -7.7 0.8 0.9

8 11 Crystal Farms 11.4 28.6 0.8 0.6

9 9 American Heritage 8.7 -21.2 0.6 0.7

10 10 Weight Watchers 7.7 -13.4 0.5 0.6

Total processed cheese 1,493.7 0.1 100.0 100.0

Dollars are in millions for 52 weeks ended May 21, 1994 Kraft credits the combination of a price cut and "improved marketing" for its rebound in processed cheese, where its brands-from Kraft Singles, regular and fat-free, to Deluxe and Velveeta slices-reign supreme. Borden is struggling in this, as in many, categories.

Rank Dollar sales to date Market share

'94 '93 Brand 1994 % chg 1994 1993

1 1 Jell-O $57.0 -13.2 25.4 32.2

2 2 Swiss Miss 45.8 18.5 20.5 18.9

3 3 Jell-O Free 41.3 35.8 18.5 14.9

4 4 Hershey's 25.5 -6.7 11.4 13.4

5 5 Hershey's Free 21.2 35.2 9.5 7.7

6 6 Swiss Miss Light 17.2 20.5 7.7 7.0

7 7 Kozy Shack 9.1 58.3 4.1 2.8

8 10 Chez Bon 1.5 38.2 0.7 0.5

9 9 Alex 1.1 -3.4 0.5 0.6

10 8 Axelrod's 1.0 -15.2 0.5 0.6

Total refrigerated pudding 223.8 9.7 100.0 100.0

Dollars are in millions for 52 weeks ended May 21, 1994 Fat-free is where it's at in the dairy case, even for puddings. Kraft General Foods' Jell-O Free and Hershey Foods Corp.'s Hershey Free are booming but cannibalizing their main brands. Competing for a spot in kids' lunch boxes are a rash of new shelf-stable gelatins.

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