Cole's Introduces That's Dinner to Cincinnati

Leveraging on the national brand strength of its frozen garlic bread, Cole’s Quality Foods, Inc. is expanding into the frozen meal category with a new product line, That’s Dinner!™

The Michigan-based company has unveiled the first complete frozen meal to include all three traditional components of an Italian dinner: pasta, sauce and bread. That’s Dinner! features a loaf of Cole’s warm, buttery garlic bread, either plump, filled ravioli or tortellini, and savory marina sauce to create a complete meal for four.

Easy to prepare, That’s Dinner! goes from freezer to family in less than 15 minutes. Suggested manufacturers’ retail price is under $10.

Cole’s new three-in-one meal concept debuted recently in Cincinnati grocery stores Giant Eagle and Meijer as part of its national product launch. The company, which also has operations in Iowa, expects That’s Dinner! to be on store shelves in more than a dozen states this fall, including Michigan, Pennsylvania, Minnesota, Kentucky, Florida and others.

“As the company that invented frozen garlic bread, we are all about developing wow products that satisfy and delight consumers,” said John Sommavilla, president of Cole’s. “That’s Dinner! is an example of a natural category extension for us – we are leaders when it comes to frozen garlic bread and saw an opportunity in the market to develop a restaurant-quality meal at a fraction of the price.

“The result is That’s Dinner!, a complete meal kit targeted to fit the needs of busy moms and active families who want good food – and appreciate good value.”

Cole’s got it start in 1943 as small neighborhood bakery. In 1972, the Company invented frozen garlic bread, quickly developing new, tasteful products that resonate with consumers.

Today, Cole’s is a $70 million dollar leader in the frozen bread category, its products sold in more than 65 percent of all grocery stores in the United States. In addition to its award-winning garlic bread, the company makes breadsticks, cheesesticks, garlic toast, Cinammonsticks and other items that can be prepared in multiple ways – thawed, baked or microwaved – and enjoyed at different eating occasions.

Sommavilla said Cole’s regularly tracks consumer preferences and emerging industry trends, allowing it to develop and introduce new products, like That’s Dinner!

“Our research showed that 75 percent of consumers eat frozen meals at least twice monthly,” he noted. “Additionally, 90 percent of all consumers eat spaghetti or another pasta meal at least twice monthly. No other national brand on the market packages all three items – garlic bread, pasta and sauce – in a single, ready-to-prepare package.

“Consumers who sampled That’s Dinner! gave it strong markets for ease of preparation, taste, amount and price. That last issue is particularly important for today’s value-conscious consumer. That’s Dinner! lets you feed a family of four – often with leftovers – for under $10. The simplicity of preparation allows kids to help their moms with the cooking.”

Cole’s plans to use an aggressive social and online media campaign to introduce and promote That’s Dinner. The Company’s web site, www.coles.com, features a landing page dedicated to That’s Dinner! that allows customers to download coupons, share photos and take part in a contest. Additionally, That’s Dinner! is featured in a YouTube video, http://www.youtube.com/user/ColesBreads and consumers can join Cole’s on Facebook.

About Cole’s Quality Foods

Cole’s Quality Foods, Inc. is one of America’s leading manufacturers of frozen garlic bread products, including breadsticks, cheesesticks, garlic toast, Cinnamonsticks and other items. With operations in Michigan and Iowa, Cole’s employs more than 150 employees to make its award-winning products.
Cole’s invented frozen garlic bread in 1972, and has worked since to develop wow products that satisfy and delight consumers in a category that has grown to a $400 million category nationally. For more information, visit www.coles.com.