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Frye eyes direct mail for bread sets

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Frye International Corp. is introducing a Home Baker Kit, which includes a plastic bread storage container and slicer, adjustable plastic measuring spoons and a plastic canister for flour. The lids of the containers are available in colors of blue, cranberry and green. The $29.99 set will be advertised on home shopping television programs and through direct mail catalogs from Jan 1995 through the summer. After that, the Home Baker Kit will be sold in upscale retail stores.

Frye International is using the popularity of bread baking to target direct-mail catalogs and home-shopping channels. At January’s International Housewares Show, it will unveil a Home Baker Kit that pairs its existing Farberware-licensed plastic bread storage/slicing canister with Kitchen/Art’s adjustable measuring spoons.

“Other plastic food storage has been offered on TV and via direct mail,” said Bud Frye, president of the Longview, Texas-based company. “But it died out because products were generally offered in big piece-count sets without any story. When people look in catalogs and on television, they want something that is unique. With bread, we can romance it.”

The system – a version of which has already been placed with QVC – includes two of the plastic food storage supplier’s existing canisters, said Frye. One canister comes with a removable slicing guide and one without. The one with the slicer can be used to store, slice and serve a loaf that has been baked in a bread machine. The second canister holds 9.9 pounds of flour; after a 10-pound flour bag is opened, the remaining flour can be stored in the container. The set also can be ordered without the spoons.


KitchenArt’s adjustable tablespoon and teaspoon also are part of the package, which is offered under the Farberware license for exclusive distribution by Frye. Each spoon has several measuring increments. The spoons, working somewhat like a slide rule, eliminate 10 individual measuring tools.


Until early summer, the Home Baker Kit win be exclusive to television and catalogs. Then, it will be available to traditional, upscale retailers. Its presence on television and in print, however, should help build consumer awareness in stores, said Frye. Suggested retail price is $29.99 a 10 percent savings over open stock, said Frye. Shipping is slated for February.


Also available to television and in catalogs will be a set that combines Frye’s existing two-tier plastic food tote with 16 pieces of food storage. Offered under the firm’s Farberware license as well, the set’s $24.95 suggested retail price saves the consumer 20 percent over open stock, said Frye. The set just began shipping.


Lids on products for television and catalogs will be available in blue, cranberry and hunter green. Products come in plain brown remailers for these channels.


For mainstream, upscale retailers, Frye will expand its Farberware-licensed offerings. Additions include: a 48-ounce dry-food storage container; one-cup and half-cup bowls; and a 6-quart canister. Suggested retail prices are $2.49,89 cents, 79 cents and $7.99 respectively.


The manufacturer also will unveil 11- and 18-ounce Farberware-licensed tumblers. Offered both open stock and in four-pack sleeve sets, the high-impact polystyrene tumblers offer the convenience of plastic and the clarity of glass, said Frye. Suggested retail prices for sets are $3.99 (18 ounce) and $5.99 (18-ounce). The pieces are aimed at upscale retailers and shipping begins in February.

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