The most notable are:
Procter & Gamble Co.'s Febreze, a carpet and upholstery cleaner that takes the marketer into a new category. The product removes pet odor and cigarette smoke and is testing in Phoenix; Boise, Idaho; and Salt Lake City, via Grey Advertising, New York.
101 Dalmations candy bar, in white chocolate with dark chocolate "spots," from Nestle Confections Co., handled by Dailey & Associates, Los Angeles.
Campbell Soup Co.'s Vlasic Snack 'MMs, tiny gherkins for snacking, now rolling out with no ad support. The company is also introducing V8 Plus, a Vitamin A, C, and E fortified version of the flagship; a new campaign for the overall line from FCB/Leber Katz Partners, New York, is planned.
Land O' Lakes' flavored butter in garlic and honey varieties, being expanded into 60% of the country as well as a dry packaged macaroni and cheese dinner in 50% of the country to go up against Kraft Foods. Print and couponing support from Campbell Mithun Esty, Minneapolis.
Nabisco Foods' Milk Bone Mar-O-Snacks, a new dog biscuit also handled by Leber Katz.
Fresh Blends, a fruit spread mix from Kraft Foods that requires adding fresh fruit and water to the mix in a blender and refrigerating for a spread. The rollout is supported with national print advertising from Grey Advertising, New York, themed "Freshness in the making."
A fat-free version of Van den Bergh Foods' I Can't Believe It's Not Butter, supported by TV advertising for the flagship, from McCann-Erickson Worldwide.
InnoPet exhibited a Veterinarian Formula pet food exclusively for supermarkets to help them compete with category killers such as PetSmart. The company said it plans in-store advertising, free standing inserts, public relations events and sampling in the second quarter, handled in-house.