SNACK PICKLE AND SPOTTED CANDY DEBUT DURING FMI

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[chicago] The emphasis at the Food Marketing Institute's recent annual convention was on technology, from paperless coupons to category management, rather than new products. But there were some making their debut.

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.

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