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Toastmaster Unveils Waffle
Express COLUMBIA, MO May 1- Fresh waffles, faster than frozen is the promise of Toastmaster's new Waffle Express(tm) waffle baker to be introduced at the Gourmet Show this May. "This unit brings the same convenience that automatic breadmakers brought to fresh bread into the fresh waffle arena," said Holly Smith-Berry, Director of Marketing for Toastmaster. "In less time than it takes to thaw out a frozen waffle in a toaster, a consumer can be eating a fresh one from the Waffle Express." According to The Food Channel newsletter, consumption of all types of waffles is up 63% since 1984, the lions share of this increase belonging to frozen waffles with nearly 300 million packages consumed in 1994. "Where typically waffle bakers have been positioned for the gift market, the Waffle Express will allow us to make inroads into this huge market of frozen waffle eaters," said Smith-Berry. "The popularity of automatic breadmakers has primed the consumer for this convenience message." A planned fourth quarter advertising campaign has been designed to get the message across to consumers by contrasting fresh and frozen waffles. One headline reads: "Do Your Kids Think Waffles Come From The Freezer?" and shows a picture of an ice cube tray in the shape of a waffle. Another asks "Which Appliance Makes The Best Waffles?" with a toaster shown as Figure A and a waffle baker shown as Figure B. The answer is given: "Although we make both, we strongly suggest Figure B for waffles." The carton likewise will tout the speed and convenience of using the Waffle Express rather than thawing frozen waffles. "This product provides us with a golden opportunity to tap this very large market," Smith-Berry said. "All of our data points to consumers who should be very receptive to this concept, and the pricing easily makes it an impulse purchase." The model 245 Waffle Express carries Toastmaster's new three year warranty and will be shown and demonstrated at the Gourmet Products show in booth 645. |