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Article: MAKEOVER FOR MRS. BUTTERWORTH'S ORPHAN-BRANDS COMPANY SPRUCES UP FOOD-AISLE ICONS.(Business)
- Article from:
- The Cincinnati Post (Cincinnati, OH)
- Article date:
- December 4, 2007
CopyrightCOPYRIGHT 2007 The Cincinnati Post. All rights reserved. Reproduced with the permission of the Dialog Corporation by Gale Group. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Janet Frankston Lorin, Associated Press
MOUNTAIN LAKES, N.J. -- The talking grandmother-shaped syrup bottle is back on television ads for Mrs. Butterworth's. The bespectacled Vlasic stork is hawking pickles again, too.
Boxes of Swanson TV dinners this year went back to their original, teal color scheme and portion size has been reduced.
All these once-heralded labels have come under the ownership of Mountain Lakes, N.J.-based Pinnacle Foods Corp., whose strategy is to purchase tired but well-known packaged food brands like Lender's Bagels, Vlasic Pickles and Mrs. Butterworth's and reintroduce them, adding modern-day twists.
"We ...