ROANOKE TIMES
Copyright (c) 1996, Roanoke Times
DATE: Saturday, September 21, 1996 TAG: 9609230037
SECTION: BUSINESS PAGE: A4 EDITION: METRO
DATELINE: TRENTON, N. J.
SOURCE: ASSOCIATED PRESS
Campbell Soup Co. is going to find out if Americans are ready to order frozen meals by mail.
Come January, Campbell will expand its frozen food offerings by test-marketing in Ohio a line of what it calls clinically proven meals to combat high blood pressure, high cholesterol and diabetes. It is believed to be the first such frozen meal program to offer this claim.
Customers will have a choice of 41 varieties of meals, such as an egg sandwich for breakfast, chili and stew for lunch, pasta and chicken for dinner and pretzels and cookies for snacks.
Campbell worked secretly on the meal program for five years in conjunction with the American Heart Association and the American Diabetes Association, spokesman Kevin Lowery said Friday.
The meals, to be marketed as ``Intelligent Cuisine,'' are to be shipped via United Parcel Service.
``It's a little bizarre,'' said investment analyst Steven Galbraith of Sanford C. Bernstein & Co. Inc. in New York. ``One way of looking at it is they're Fed Exing TV dinners around the country. I'm not sure it's going to be a big winner.''
Customers will get their food supply delivered weekly in containers that keep it frozen for 48 hours. The cost for three meals and one snack seven times a week is $79.95.
LENGTH: Short : 36 linesby CNB