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Introducing new 'designer' soups
Heinz Foodservice has selected Benchworks, a marketing communications company specialising in brand building, to help introduce two new lines of soup to the foodservice industry. Working closely with Heinz Foodservice, Benchworks has created a programme to promote its Truesoups and Chef Francisco Healthy Creations lines to commercial foodservice distributors and buyers at dozens of regional and local trade shows across the United States starting in September.
Sporting the theme "Want the secret to higher profits? Visit the Heinz Foodservice booth!", trade show attendees will be invited to stop by and learn how increased soup consumption increases restaurant profits. Purchase incentives, such as an iPod Nano, will be offered to customers for placing an order during the show.
Benchworks developed the concept for the program and is producing all communications components such as posters, show invitations and prizes.
The trade show sales tools are being packaged and distributed by Benchworks to Heinz' sales offices to make show preparation effortless for field personnel.
With 'designer' soups becoming a key profit driver for restaurant establishments, both the Chef Francisco and Truesoups lines are proving to be successful components in Heinz Foodservice's product lineup and are expected to continue charting above-average growth for Heinz.
Healthy Creations is an expansion of Chef Francisco's existing roster of more than 60 choices, which include a number of low-fat and 'smart carb' selections. Chef Francisco pioneered the concept of frozen concentrated soup more than 30 years ago, with the aim of delivering 'made-from-scratch' taste along with the convenience, consistency and labour-saving benefits of a frozen product.
Truesoups, which was acquired by Heinz in 2003, features fresh-ingredient premium soups which have low sodium content and contain no preservatives. They are produced in small, made-to-order batches to ensure quality and deliver variety. Truesoups are targeted to fast-casual dining chains and other restaurants.
For Benchworks, teaming up with Heinz Foodservice reflects a growing roster of companies it supports in the foodservice industry, including such firms as US Foodservice and FUZE Beverages, a division of Coca Cola. Commenting on the relationship with Heinz, Thad Bench, president, stated, "We are excited to be working with Heinz Foodservice on this program. With our shared commitment to customer service, working with the Heinz Foodservice team has been a true pleasure."
Source: eMediaWire.com
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