EFFEM INTRODUCES BISTRO EXPRESS LINE
By Adnews Staff
Effem Inc. of Bolton, ON has released a new line of side dishes called Uncle Ben's Bistro Express. The products have been distributed to Canadian grocery, mass merchant, club and convenience stores. The microwavable pasta and rice side dishes come in 250 gram pouches designed for easy storage. Each pre-cooked portion is ready in two minutes or less. The line consists of five rice varieties: long grain and wild, tomato and herb, long grain, chicken and wild and Chinese style. Pasta varieties include tomato and parmesan, mushroom and garlic and spicy pepper. Initially the line is being promoted with in-store sampling couponing and a free standing insert being distributed to households and in home delivery newspapers. Promotion and public relations are being handled by The Gem Group of Toronto. Advertising from Toronto-based Bensimon Byrne D'Arcy is planned for the new year.