The growers co-op is introducing Lighter Bake, a dried plum and apple mix that substitutes for butter and oil in baking. The fat-and cholesterol-free product is being supported with a modest print and couponing campaign breaking this month from J. Walter Thompson USA, San Francisco.
FOCUSING ON EDUCATION
The marketer says Lighter Bake is the first national baking substitute, necessitating that most of its advertising communication stresses consumer education.
Sunsweet also has set up an 800-number and is offering a free recipe booklet entitled, "How to Be a Better Baker."
"We believe a product offering consumers a convenient way to help lower fat in their homemade goods has tremendous potential," said Erin Hull, VP-marketing, noting that low-fat, pre-made baked snacks have been a big success.
The product is shelved near cooking oils and carries a suggested retail price of $1.99 to $2.29.
Sunsweet markets prunes, prune juice and dried fruits.