Wada renames microwaveable spud packs

09/28/2009 03:19:26 PM
Andy Nelson

Wada Farms Marketing Group has renamed and downsized its microwaveable potato packs.

Idaho Falls, Idaho-based Wada will introduce its “Microwave in Bag!” brand at the Produce Marketing Association’s Fresh Summit Oct. 2-5 in Anaheim, Calif., said Joe Esta, the company’s sales manager. The product will be on retail shelves immediately thereafter, he said.

In addition to getting a new name, Wada’s microwaveables will be packed in a smaller size — 1-pounders instead of 1.5 pound packs, Esta said.

To a large extent, the Microwave in Bag! brand will replace Wada’s Easy Steamers line of microwaveable spud bags, he said. The company hopes that by letting consumers know right away what the product is, it will help move more product.

The size change came about after market research showed consumers wanted a smaller pack, Esta said. A one-pounder will also help Wada’s products reach a price point retailers are happy with, he said.

Pre-washed, ready-to-eat red and yellow potatoes will be packed in Microwave in Bag! packs, Esta said. For now, Wada Farms will continue to pack russets in the one-and-a-half-pound Easy Steamer bags, he said.

The company initially had planned to replace the entire Easy Steamers line with Microwave in Bag!, Esta said, but the success of the old name in some markets persuaded the company to keep the label, at least for the time being. On Sept. 28, Esta said ads on Easy Steamers available at Los Angeles retailers were set to break soon in the Los Angeles Times.

The 2008 season was the first full year Wada marketed Easy Steamers.



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