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Article: SALTON' MARKETING PUSH TARGETS 'ARTISAN' BREADS.
- Article from:
- HFN The Weekly Newspaper for the Home Furnishing Network
- Article date:
- June 29, 1998
- Author:
CopyrightCOPYRIGHT 1998 MacFadden Communications Group LLC. 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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MOUNT PROSPECT, Ill.-Salton-Maxim wants to extend the reach of its Breadman bread machine line beyond the peanut-butter-and-jelly crowd to those who hanker for pain au levain.
The company has set its sights on reaching all levels of bakers with a new marketing program to show consumers what can be done with a bread machine.
And the company wants to tap into the hottest trend in baking -- cooks who pride themselves on turning out European-style or so-called "artisan" breads; home bakers who in the past have eschewed bread machines in favor of their own elbow grease.
The idea is to gain a step-up market for the higher-end bread machines by appealing to ...