Farm Progress is part of the Informa Markets Division of Informa PLC. Rice is a nutritious and inexpensive staple that when kept under the right conditions can last almost indefinitely, so it makes sense consumers would want an ample supply on hand during this crisis. The boost will be put behind three new flavored rices, being shipped to stores in April, and a new TV campaign promoting recipe usage for Minute rice (AA, Jan. 12). By "Now it's lumped into [a meals division] with Mac & Cheese and is no longer the biggest brand in its category," the executive said of the shift. Minute ® Rice comes through time and time again. All rights reserved. "It's profitable, but management doesn't have a vision for the brand," said an executive formerly with a marketer of a rival rice brand. Kraft also is trying to inject new excitement into the category with flavors: New are Four Cheese, White Cheddar and Herb and Mild Mexican-Style varieties. She joined Ad Age in 1985 as editorial assistant, along the way fielding pretty much every position on the masthead, including reporter, Chicago bureau chief, New York bureau chief, features editor, executive editor and managing editor-international. - Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. . Judann Pollack (Judy) is executive editor of Ad Age. And, he said, "rices have been facing out-and-out rejection [by consumers] for the likes of potatoes and pasta.". - 2 days 6 hours ago. 6 hours 4 min ago, By Lines and paragraphs break automatically. Kraft's rebuilding program for Minute rice kicked off this month when the company broke a TV campaign that represents a new approach for rice. Minute Rice is a brand of instant rice.The product was introduced in 1949 by General Foods, which merged with Kraft in 1990 and became Kraft General Foods, which became Kraft Foods in 1995. A Wellcome shop assistant said there people lined up before one Wan Chai store opened at 8:00 am today, and all of the white rice and toilet paper – … This has led to a run on household cleaning products, paper products, and many canned and dried goods, including rice. This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. The product was sold to Ebro Foods (part of Ebro Puleva) in the United States, and to Ronzoni Foods Canada Corporation in Canada, which was renamed Catelli Food Corporation. Could rising farm payments cause trouble ahead? Incremental TV advertising, along with magazine ads and free standing inserts in newspapers, will support the new products in June or July. The clock's been ticking for Minute rice. It's fast and easy! Since the brand is such a large factor in the category, as the No. So there is not a physical shortage of rice; there is a problem with the supply chain because hoarding has stressed the system. The company spent $7.7 million on advertising for Minute rice for the first 10 months of '97, according to Competitive Media Reporting. The strategy would appear to be on target in a time when "home meal replacement" has become an industry mantra and all indicators point to the need for fast home-prepared meals in a two-income environment. Social media platforms are full of pictures of empty store shelves, fueling rumors of shortages, and potentially fueling additional panic and hoarding. There is no shortage. For a few years now, stores that used to keep one month or more of products on hand have largely shifted to a 'just-in-time' model to improve their efficiency. 2 brand, observers point out it's readily affected by growth in store brands. Fear of being quarantined is driving consumers to stockpile groceries. Arkansas producer finds success in zero-basin rice. The three co-brand the Minute rice lines with the Kraft cheese logo. Of course, if everyone decided to start hoarding, there … "Not only are shipments of sustainably-grown U.S. rice on the way to stores now, but this is also the time of year when our thousands of family farmers are out in the fields or preparing to be, planting the next crop to ensure our supply of delicious, safe rice never runs out. Just quality rice, simply cooked then dried. Ann-Christine Diaz Nothing added but convenience. When Minute® Rice debuted in the ‘40s, it was an instant hit. "If you see depleted rice shelves in your local grocery store, it is not a supply problem, it is a signifier of changing logistics in the retail market. Number 8860726. The effort, from Grey Advertising, New York, showcases an unusual phone line, 1-800-Minute-1, that offers consumers instant recipe ideas. The Kraft Foods brand-No. Ad Age and Creativity Staff The tagline, "The perfect last-minute idea.". Related: Organizers err on side of caution due to coronavirus outbreak. Even on the home front, the brand has suffered from the change in corporate stewardship, encountering what outsiders characterize as an indifference on the part of Kraft management after taking over the former General Foods product via merger. As the effects of COVID-19 are being felt in the U.S. and around the world, consumers are rushing to stockpile groceries and household supplies in fear of being quarantined or isolated in their homes for weeks. Alexandra Jardine Activate your account. Business Director Dave Lynn, however, said Kraft is now heavily committed to Minute rice, noting that the food giant will be hiking ad spending for the brand 30% this year. Registered in England and Wales. 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And, in yet another departure from using "Leave It to Beaver"/ June Cleaver-style "Moms" in ads, TV spots showcase a more down-to-earth image of a harried, heavyset woman. "We're excited about opportunities for Minute rice," said Mr. Lynn, who wouldn't discuss why the brand's dollar sales fell 6.4% for the 52 weeks ended Nov. 9, according to Information Resources Inc. IRI data also show tonnage volume was down 7% during the same period. Choose from contactless Same Day Delivery, Drive Up and more. - Mr. Lynn said that in its first week of airing the new commercial, Kraft drew 7,000 calls to the phone line. Ad Age Collective Expert Panel 10 hours 30 min ago, By When there is a surge in consumer interest for a particular product, supplies on hand may be depleted, but will be quickly replenished.
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