FOR IMMEDIATE RELEASE
CONTACT:
Ian Barrie, 616.975.0090
Cole’s Quality Foods Introduces That’s Dinner!™
GRAND RAPIDS, October 18, 2010 Leveraging on the national brand strength of its frozen garlic bread, Cole’s Quality Foods, Inc. is expanding into the frozen meal category with a new product line, That’s Dinner!™
The Michigan-based company has unveiled the first complete frozen meal to include all three traditional components of an Italian dinner: pasta, sauce and bread. That’s Dinner! features a loaf of Cole’s warm, buttery garlic bread, either plump, filled ravioli or tortellini, and savory marina sauce to create a complete meal for four.
Easy to prepare, That’s Dinner! goes from freezer to family in less than 15 minutes. Suggested manufacturers’ retail price is under $10.
Cole’s new three-in-one meal concept debuted recently in Jacksonville, Tampa, Miami and Orlando grocery stores as part of its national product launch. The company, which also has operations in Iowa, expects That’s Dinner! to be on store shelves in more than a dozen states this fall.
“As the company that invented frozen garlic bread, we are all about developing wow products that satisfy and delight consumers,” said John Sommavilla, president of Cole’s. “That’s Dinner! is an example of a natural category extension for us – we are leaders when it comes to frozen garlic bread and saw an opportunity in the market to develop a restaurant-quality meal at a fraction of the price.
“The result is That’s Dinner!, a complete meal kit targeted to fit the needs of busy moms and active families who want good food – and appreciate good value.”
Cole’s got it start in 1943 as small neighborhood bakery. In 1972, the Company invented frozen garlic bread, quickly developing new, tasteful products that resonate with consumers.
Today, Cole’s is a $70 million dollar leader in the frozen bread category, its products sold in more than 65 percent of all grocery stores in the United States. In addition to its award-winning garlic bread, the company makes breadsticks, cheesesticks, garlic toast, Cinammonsticks and other items that can be prepared in multiple ways – thawed, baked or microwaved – and enjoyed at different eating occasions.
Sommavilla said Cole’s regularly tracks consumer preferences and emerging industry trends, allowing it to develop and introduce new products, like That’s Dinner!
“Our research showed that 75 percent of consumers eat frozen meals at least twice monthly,” he noted. “Additionally, 90 percent of all consumers eat spaghetti or another pasta meal at least twice monthly. No other national brand on the market packages all three items – garlic bread, pasta and sauce – in a single, ready-to-prepare package.
“Consumers who sampled That’s Dinner! gave it strong markets for ease of preparation, taste, amount and price. That last issue is particularly important for today’s value-conscious consumer. That’s Dinner! lets you feed a family of four – often with leftovers – for under $10. The simplicity of preparation allows kids to help their moms with the cooking.”
Cole’s plans to use an aggressive social and online media campaign to introduce and promote That’s Dinner. The Company’s web site, http://www.coles.com, features a landing page dedicated to That’s Dinner! that allows customers to download coupons, share photos and take part in a contest. Additionally, That’s Dinner! is featured in a YouTube video, http://www.youtube.com/user/ColesBreads and consumers can join Cole’s on Facebook.
About Cole’s
Founded in 1943, Cole’s Quality Foods is a privately-held, Michigan-based category leader in frozen bakery products. In 1972, Cole’s invented the first frozen garlic bread and created a category that generates more than $300 million in sales annually. Today, the Company produces a complete line of frozen garlic breads, garlic toasts, garlic breadsticks, Cheesesticks and Pizzasticks. Cole’s is an opportunity driven and adaptable organization that provides “WOW” products. The company employs more than 200 people in Muskegon and Grand Rapids, Michigan and in North Liberty, Iowa.
To learn more about Cole’s, go to the company’s web site at www.coles.com
###
