Worthington, OH - Worthington Foods, Inc. announced a new advertising campaign for its recently acquired Harvest Burger(r) line of products.
Commercials began airing this week on network and cable television programs, announcing the addition of Harvest Burgers to Morningstar Farms(r), the number one line of products in the meat alternative category. The initial commercials will be supplemented by the targeted use of coupons during the first quarter of 1999.
“Our advertising message is two-fold”, said David L. Schwantes, Vice President of Marketing for Worthington Foods, “to signal the Harvest Burger transition and to build equity in the Morningstar Farms brand.”
Morningstar Farms holds a 44.8 share of the category for meat alternatives, according to Information Resources, Inc. reporting for the 4-week period ending November 1, 1998. This does not include Harvest Burger's share of 8.6.
“If you were to combine the volume-which will officially take place after the first of the year-total Morningstar Farms brand would account for more than half of all meat alternatives sold in U.S. groceries,” said Schwantes.
The next closest brand is Gardenburger(r) with a 22.4 percent share of the total market for meat alternatives.
Statements made in this release which state the Company's or management's intentions, hopes, beliefs, expectations, or predictions of the future are forward-looking statements. It is important to note that the Company's actual results could differ from those projected in such forward- looking statements. Additional information concerning factors that could cause actual results to differ materially from those in the forward-looking statements are contained in the Company's SEC filings, including but not limited to the Company's report on Form 10-K and Annual Report for the year ended December 31, 1997. Copies of these filings may be obtained by contacting the Company or the SEC.
Worthington Foods, Inc. is the world's largest company solely dedicated to producing and marketing meatless and other healthful products.
Meat Industry Insights News Service
P.O. Box 553
Northport, NY 11768
Phone: 631-757-4010
Fax: 631-757-4060
E-mail: sflanagan@sprintmail.com
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