The Pulse -- November 2004

Hormel's Competitive Edge Hormel Foods Corporation sinks its teeth into Interactive Edge's XP3 Suite to better analyze syndicated scan and panel data and to automate the updating of its customer business planner. "XP3 will allow Hormel Foods to maximize our usage of data as a sales tool by creating actionable analysis that will take the form of easy-to-understand, dynamic Microsoft PowerPoint presentations," says Ryan Michaelis, national category sales manager of Hormel Foods. "The amount of time it will take us to create our category management and selling stories will be dramatically reduced thanks to the efficiencies of XP3, allowing more time to uncover uncommon insights that will set us apart from the competition." XP3 Suite from Interactive Edge allows organizations to easily manage data and build data-driven reports and presentations. The resulting analysis can be disseminated to management, retail partners and field-based users.

Kraft's Nutritional Approach Ritz Chips "Big Bag" is the first of many Kraft Foods products to carry an improved nutrition label that makes it easier for consumers to choose the portion size of foods that they eat. Up until now, the "Nutrition Facts" panels on smaller, multi-serving packages provided nutrition information only on a per serving basis and not for the entire package. In response to the U.S. Food & Drug Administration's call for clearer nutrition communications on smaller packages, Kraft's snack and beverage products that contain between two and four servings will provide nutrition information for the contents of the entire package. In addition, the total number of servings will be stated on the front of the package. This new labeling approach is one of many steps that Kraft is taking in a broad-based health and wellness initiative announced in 2003. Other components include improving the nutrition profile of Kraft's portfolio, adjusting its marketing practices, advocating for constructive public policy changes and providing consumers with more information to make informed food and activity choices.

Miller Revamps Retailer Site To provide retailers with relevant resources, Miller Brewing Co. overhauls its Miller Advantage Web site, www.milleradvantage.com. "At Miller, we know our retail customers have a choice about the brands they carry and promote, and we are working hard to make our brands the best choice for them," says Regenia Stein, Miller Brewing Co.'s vice president of strategic accounts. "We're providing innovation and programs that maximize beer category profitability and enhance overall store traffic for retailers."

In addition to a new design, the site features enhanced category information that includes the 2004 "Beer is Volume with Profit", offering regional sales data, consumer insights and expanded updates on Miller promotions and products.

Links To Beefy RFID To comply with upcoming Wal-Mart electronic product tracking mandates for trading partners as well as to improve internal business operations, Jack Link's Beef Jerky embarks on a multi-phase RFID initiative. This U.S.-based, snack manufacturer will implement its project in four phases, with the support and involvement of several Microsoft Corp. partners. RFID data will be integrated into Microsoft Business Solutions - Navision, Jack Link's Beef Jerky's enterprise resource planning (ERP) solution. ABC Computers is working to integrate RFID data with the customer's existing Microsoft Navision 3.7 application. Avery Dennison is providing smart labels and RFID compliance testing services. SATO America is providing RFID label printers that have encoding and tag verification capabilities and SAMSys Technologies is delivering readers and antennas. The first phase, which was completed in less than three weeks, involved tagging cases and pallets for select SKUs of beef jerky destined for the Wal-Mart distribution center in northern Texas.

Heinz Soups Up Packaging The new line of micro-waveable soups from H.J. Heinz will sport lids designed by RPC Containers Halstead to meet the busy, 'on the go' lifestyles of modern consumers.

When ready for use, the consumer lifts the lid to remove a tamper-evident lidding film and then replaces the lid before heating in the microwave. The lids include a convenient drinking spout with a water-tight seal ro preserve product integrity. The lids are also embossed with the Heinz logo and a safety message, and are supplied to convenient stores and supermarkets everywhere in both red and cream to match Heinz's branding considerations.