Sara Lee expands into frozen entrees

Thompson, Stephanie
April 2000
Advertising Age;4/17/2000, Vol. 71 Issue 17, p20
Trade Publication
This article reports on the plans of Sara Lee Bakery to launch its Calzone Creations line of frozen entrees, and expand its line of desserts with Cake Bites. The TV advertisements supporting the products, from FCB Worldwide, mark a return to the popular tagline for the overall brand, last used in 1996. Calzone Creations are presented in the spots as an easy no-trade-off meal solution offering the ultimate combination of taste and convenience and a wide variety of flavors. National newspaper inserts and in-store sampling and displays will also back the launch. Calzone Creations will compete directly in the $859 million handheld entrees category against such players as Chef America's Hot Pockets, as well as against competitors in the $2.3 billion frozen pizza category and the $4.5 billion frozen entree category.


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