 |
For Immediate Release Selma, Alabama, September, 2002 |
Contact: Microwave Roasters Steve Grossman - 419-636-6183 |
A New Wave of Snacks... Makes Snacking a Cinch!
Steve Grossman founded Microwave Roasters, Selma, Ala., last year, by developing a rather unconventional product - Peanut Roasters. The snack was the result of a partnership with a prominent researcher in the field of microwave technology to look for a way to roast peanuts in the microwave, yielding fresher, tastier nut.
Believing that customers would make a fundamental change in the way they snack to include microwavable snacks, Mr. Grossman began exploring other varieties of microwavable snacks.
The company recently announced the launch of two new products designed for the microwave, MicrOrings and MicroBak'n. The products are the first of a line of non-popcorn, microwave "pop snacks."
Experiments with a variety of pellets yielded the new snacks. "Pellets are widely used in snack applications," said Mr. Grossman. "Most, however, are further processed through deep frying by the snack processor or restaurant. We Quickly realized that by microwaving seasoned pellets, we could create a line of delicious, low-fat snacks to be enjoyed at their peak of freshness."
With raw materials sourced from Ringger/SPI (a division of the Kerry Group) and others, MicrOrings are formed from wheat, potato and rye flour and onion powder. The rings are lightly coated with canola oil and sprinkled with salt, spices and flavorings before they are sealed in a transparent 8-in. by 8-in. microwavable bag. The small, flat circles - approximately 3/4-in. diameter - burst into full-size onion-flavored rings in less than a "microwave minute." Each bag yields at least 38 rings, with a fat content of only 1 g of fat per bag.
MicroBak'n begins with "chips" made with wheat flour, starch and rice flour. They too are lightly coated with canola oil and spices before being sealed in microwavable bags. This product is meat-free suitable for vegetarians. Within 50 seconds in the microwave, the pop into at least 45 snacks and also contain only 1 g of fat per bag.
"With our process there is virtually no limit to the range of snacks that can be offered," added Mr. Grossman. "We sampled pellets from several different suppliers and tried various flavors. We sent these out to our brokers around the country to determine regional reactions. Of the two products we are initially launching, MicroBak'n was the overwhelming favorite in the South. In the North and Midwest, MicrOrings had the greater popularity.
Both snacks are available as a 4-bag box or a 3-bag stand-up pouch configuration. The box carries a suggested retail price of $1.49, and the pouch's suggested retail price is $1.09. The company expects to have a single-serve packet ready for vending machines and some c-store applications in the near future. The first shipments went out the week of Aug. 12 and will be available everywhere microwave popcorn is sold.
In order to promote the new products, Microwave Roasters will rely mostly on in-store taste demonstrations. "These products are so new that consumers need to see and taste them to understand them," Mr. Grossman explained. "Once people taste the delicious, fresh taste, it's an easy sell."
The company is currently working on two more products that should be ready to ship this fall - Cinnamon MicroTwists and MircoChips.
-Jessica Salzman
