Marketers Ask Shoppers to Cook with Dairy in this week's FSIs

By James Carper
March 14, 2011

Food marketers try to turn shoppers into chefs with cookbooks and recipes in this week's free-standing inserts. Lactalis Retail Dairy's Sorrento unit offers a free 36-page cookbook. Campbell Soup Co. and Reckitt Benckiser team up for a Buffalo chicken dip recipe calling for blue cheese salad dressing. A recipe from McCormick & Co. uses feta cheese. And Clorox Co.'s Hidden Valley uses parmesan cheese, Caesar dressing, buttery garlic croutons in its salad kit.





FSI report for the week beginning March 13, 2011

Food marketers try to turn shoppers into chefs with cookbooks and recipes in this week's free-standing inserts.
 
Lactalis Retail Dairy's Sorrento unit offers a free 36-page cookbook containing recipes for lasagna and other pasta dishes. Shoppers order online or by returning the form printed in the FSI. The offer expires May 14 or while supplies last.
 
Campbell Soup Co.'s Swanson chicken and Reckitt Benckiser's Frank's RedHot team up for a Buffalo chicken dip recipe calling for  one-half cup blue cheese salad dressing.
 
McCormick & Co. touts a "delicious dinner under $2 per person." The recipe for Greek-style skillet supper includes a three-quarter cup of feta cheese.
 
Clorox Co.'s Hidden Valley tells consumers to "turn plain lettuce into a Hidden Valley salad!" Its salad kit includes parmesan cheese, Caesar dressing, buttery garlic croutons and lemon pita bites. The FSI includes a $1 coupon for the purchase of any SKU. A separate FSI pictures the brand's Savory Bleu Cheese and Caesar dressings, among other flavors. The brand dangles a $1 coupon for any SKU.
 
In other FSI activity:
  • Kraft Foods
 promotes the attributes of its shredded cheeses. "Creamy just got creamier" is says of its mozzarella with a touch of Philadelphia cream cheese. "shreds just got longer" it says of its shredded sharp cheddar cheese. The FSI includes $1 coupons toward the purchase of any two of the SKUs.
  • Yoplait states "it's time for a better snack" and makes the claim that its Greek yogurt has twice the protein content of the leading yogurt: 14 grams of protein in a 6-ounce serving versus 5 grams in a regular non-Greek yogurt. A 60-cent coupon is valid for the purchase of any two Greek yogurt cup SKUs.
  • Dean Foods calls its Dean's Dip "a snackin' slam dunk!" in advance of the upcoming college basketball tournaments. It dangles a $1 coupon toward the purchase of any two SKUs. In some markets, Supervalu's Jewel-Osco refers to the coupon and offers special pricing on two SKUs.

    •  



    Buffalo chicken dip recipe with blue cheese salad dressing



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    View a slide show of all of this week’s free-standing inserts below.


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    Jim Carper is the former editor-in-chief of Dairy Foods.

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