B&G Foods, Inc. (NYSE: BGS), a manufacturer and distributor
of high quality, shelf-stable foods, and FOCUS Brands, the
franchisor and operator of over 2,200 ice cream stores, bakeries,
restaurants and cafes, announced today the introduction of Cream of
Wheat® Cinnabon® instant hot cereal, a combination of the
convenience and high nutritional content of Cream of Wheat with the
unmistakable crave appeal and aroma of Cinnabon’s legendary
cinnamon rolls.
“This relationship illustrates a unique opportunity for Cream of
Wheat in that it allows us to utilize the brand and flavor equity
of Cinnabon to provide consumers an exciting new product that we
are confident will be a success,” said David L. Wenner,
President and Chief Executive Officer of B&G Foods. “In this
launch, we applaud our marketing and product research team members
who work tirelessly to create new and exciting products that
leverage the nostalgia and brand loyalty associated with B&G
Foods’ brands with first-class partners.”
The launch of Cream of Wheat® Cinnabon® instant hot cereal will
be supported through a host of strategic marketing programs,
building upon the expanded marketing efforts that B&G Foods has
dedicated to growing the brand since its acquisition in 2007.
Social media interaction combined with retail events, couponing and
advertising will aim to create consumer awareness and trial during
the initial launch in 2010 and throughout expanded distribution in
2011. A dedicated Cream of Wheat® Cinnabon® instant hot cereal
webpage linked to the Cream of Wheat website will offer consumers a
free sample and a printable coupon.
“Cinnabon’s partnership with Cream of Wheat is a perfect example
of our strategy to align our brand with companies that create
delicious, innovative products, that, in turn, add value to both
brands’ equities, as well as for consumers,” said Cara Becker,
Director of Brand Licensing at FOCUS Brands.
Each box of Cream of Wheat® Cinnabon® instant hot cereal
includes ten 35g instant packets. Each packet, equal to one
serving, has 100 calories, 0 grams of fat and is an excellent
source of Vitamin D, Calcium and Iron. Cream of Wheat® Cinnabon®
instant hot cereal is currently available in the cereal aisle of
select grocery stores. For more information, a list of retailers
that carry Cream of Wheat® Cinnabon® instant hot cereal and
printable coupon please visit www.creamofwheat.com/cinnabon.
About Cream of Wheat
Introduced in 1893, Cream of Wheat is among the leading brands,
and one of the most trusted and widely recognized brands, of hot
cereals sold in the United States. Cream of Wheat is available in
original, 10-minute, 2 ½ minute and one-minute versions, and also
in instant packets of original and other flavors, including
cinnamon swirl and maple brown sugar. A whole grain version of
original 2 ½ minute Cream of Wheat was introduced by B&G Foods
in 2008. Cream of Wheat and Cream of Rice, a rice-based hot cereal,
are distributed nationally and in various retail and food service
channels.
About B&G Foods, Inc.
B&G Foods and its subsidiaries manufacture, sell and
distribute a diversified portfolio of high-quality, shelf-stable
foods across the United States, Canada and Puerto Rico. B&G
Foods' products include hot cereals, fruit spreads, canned meats
and beans, spices, seasonings, marinades, hot sauces, wine vinegar,
maple syrup, molasses, salad dressings, Mexican-style sauces, taco
shells and kits, salsas, pickles, peppers and other specialty food
products. B&G Foods competes in the retail grocery, food
service, specialty, private label, club and mass merchandiser
channels of distribution. Based in Parsippany, New Jersey, B&G
Foods' products are marketed under many recognized brands,
including Ac'cent, B&G, B&M, Brer Rabbit, Cream of Rice,
Cream of Wheat, Emeril's, Grandma's Molasses, Joan of Arc, Las
Palmas, Maple Grove Farms of Vermont, Ortega, Polaner, Red Devil,
Regina, Sa-són, Trappey's, Underwood, Vermont Maid and
Wright's.
About Cinnabon, Inc.
Founded in Seattle in 1985 and now based in Atlanta, Cinnabon,
Inc. is the market leader among cinnamon roll bakeries. The company
serves fresh, aromatic, oven-hot cinnamon rolls and cupcakes, as
well as a variety of other baked goods and specialty beverages.
Cinnabon currently operates more than 770 franchised locations
worldwide, primarily in high traffic venues such as shopping malls,
airports, train stations, travel plazas, entertainment centers,
academic institutions and military establishments. Visit
www.cinnabon.com for more information, follow us on Twitter
@CinnabonInc or become a Facebook fan at
http://www.facebook.com/Cinnabon.
About FOCUS Brands
FOCUS Brands Inc. is the franchisor and operator of over 2,200
ice cream shoppes, bakeries, restaurants, and cafes in the United
States, the District of Columbia, Puerto Rico, and 33 foreign
countries under the brand names Carvel®, Cinnabon®, Schlotzsky’s®
and Moe’s Southwest Grill®, as well as the franchisor of Seattle’s
Best Coffee® on certain military bases and international markets.
Based in Atlanta, the primary objective of FOCUS Brands is to
“FOCUS on making people happy.” Please visit www.focusbrands.com to
learn more.
Forward-Looking Statements
Statements in this press release that are not statements of
historical or current fact constitute “forward-looking statements.”
The forward-looking statements contained in this press release
include, without limitation, statements regarding our expectations
as to the possible commercial success of Cream of Wheat Cinnabon,
our expected marketing efforts and our ability to expand
distribution of the new product. Such forward-looking statements
involve known and unknown risks, uncertainties and other unknown
factors that could cause the actual results of B&G Foods to be
materially different from the historical results or from any future
results expressed or implied by such forward-looking statements. In
addition to statements that explicitly describe such risks and
uncertainties readers are urged to consider statements labeled with
the terms “believes,” “belief,” “expects,” “projects,” “intends,”
“anticipates” or “plans” to be uncertain and forward-looking. The
forward-looking statements contained herein are also subject
generally to other risks and uncertainties that are described from
time to time in B&G Foods’ filings with the Securities and
Exchange Commission, including under Item 1A, “Risk Factors” in our
Annual Report on Form 10-K for fiscal 2009 filed on March 1, 2010.
B&G Foods undertakes no obligation to publicly update or revise
any forward-looking statement, whether as a result of new
information, future events or otherwise.
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