Food Marketers Take Safer Course in Recession

As economy contracts, marketers increasingly rely on the safe and familiar:

Whereas previous years were marked by ambitious launches and re-branded lines, this meeting was mainly about line extensions or re-branding. Campbell emphasized it is reducing the sodium content across its soup portfolio, with 50% of its soups expected to have less salt than the original versions by fiscal 2010. General Mills is building on its success in the cereal category by offering new versions of its most popular brands, such as Banana Nut Cheerios. Kellogg Co. is launching savory cracker products tied to its Special K brand (a line extension), and a number of new Eggo waffles with flax and blueberries (also a line extension).

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