by Warren Thayer , Editorial Director
February 21, 2009
 It’s our annual tribute to the fastest growers and most valuable players in your starting lineups (pun intended).
Batter up!
With baseball season almost upon us, we couldn’t resist looking at the brand rosters and seeing who the All Star players have been over the past year.
So we called our friends at Information Resources, Inc., in Chicago, and asked them to give us a listing of stellar performances by refrigerated and frozen food brands with supermarket sales above $5 million for the 52 weeks ending Oct. 5, 2008. We drilled down, by category, to come up with winners for each.
Home Run Awards went to brands scoring a 10% increase in dollars. Double Play Awards went to brands achieving an increase of 10% or more in both dollars and units. Triple Play Awards went to those with increases of 10% or more in dollars, units, while still having a 10% category dollar share. That’s a particularly tough one, and it filters out small players with huge increases off a small base. (Who’s off-base?)
Grand Slam Awards went to those with increases of 100% or more in dollars and units. That generally signals a true category innovation, often skyrocketing off a relatively small but fast-growing base. And finally, our Most Valuable Player Awards went to the brands achieving the largest percentage gain in dollars. Some categories have several MVPs – in these cases, awards are presented for large sub-categories as well.
Now, pay attention to the little caveat IRI gives to all journalists about its data: “Please note that rankings of top brands are NOT totaled brand listings (e.g. all SKUs or versions rolled up into a single figure, such as Total Crest Toothpaste) but are rather individual brand listings. Please cite accordingly.”
We accepted data from the Nielsen Company (which included Wal-Mart in its figures) when it was presented by brands listed. We also accepted data for companies showing qualifying increases in the club store channel, and at Wal-Mart alone. And one final caveat: All data is open to interpretation, celebration and indignation. We did our best. Enough of the pre-game announcements. Batter up!
FROZEN FOODS
Appetizers/Snack Rolls
Jose Ole: Double Play
Weight Watchers Smart Ones Anytime Selects: Grand Slam/MVP
Farm Rich: Home Run
Tyson Anytizer: Grand Slam
Chung’s: Double Play
Ling Ling: Double Play
Hebrew National: Double Play
Original Rangoon: Double Play
Snapps: Double Play
Apple Juice Concentrate
Seneca: Triple Play
Old Orchard: Home Run
Bagels
Kraft Bagel-fuls: Triple Play/Grand Slam/MVP
Beans
Birds Eye Steamfresh: Double Play
Seapoint Farms: Double Play
Green Giant Simply Steam: Double Play
Bread/Rolls/Pastry Dough
Rhodes Anytime: Double Play
Breakfast Entrees
Jimmy Dean: Double Play, Triple Play
Kellogg’s Eggo Minis: Double Play
Breakfast Handheld
Jimmy Dean D Lights: Grand Slam/MVP
Broccoli
Birds Eye Steamfresh: Double Play
Pictsweet Deluxe: Home Run
Cheesecakes
The Father’s Table: Double Play
Cooked Shrimp
Cape Gourmet: Double Play
Sea Best: Double Play
Chefs Net: Grand Slam/MVP
Chicken Of The Sea: Double Play
Ocean Jewel: Grand Slam
Corn
Birds Eye Steamfresh: Double Play, MVP
Green Giant Simply Steam: Double Play
Fish/Seafood
Sea Best: Double Play
Great American: Grand Slam
Southwind Foods: Double Play
Pure Catch: Double Play
Fishin’: Double Play
Sea Cuisine: Double Play
Fresh Baked Bread/Roll/Biscuit
Sister Schubert’s: Double Play
New York Pizzeria Dipn Sticks: Grand Slam/MVP
Food For Life Ezekiel 4:9: Double Play
Freschetta Pizzamore: Grand Slam
Furlani’s: Double Play
Fruit
Europe’s Best: Double Play
Goya: Double Play
Handheld Entrees (Non-Breakfast)
Stouffer’s Lean Cuisine Casual Eating Classics: Double Play
Healthy Choice Cafe Selections: Grand Slam
Jose Ole: Double Play
Weight Watchers Smart Ones Anytime Selections: Double Play
Tower Isles: Double Play
Ice Cream
Friendly’s Always Rich And Creamy: Double Play
Dreyer’s Edy’s Loaded: Double Play
Dreyer’s Edy’s Fun Flavors: Double Play
Dreyer’s Edy’s: Double Play
Tillamook: Double Play
Dreyer’s Edy’s Slowchrnd Amrcn Idl: Home Run
Friendly’s: Double Play
Purity: Double Play
Mayfield: Home Run
Häagen-Dazs Reserve: Grand Slam/MVP
Hudsonville: Double Play
Graeter’s: Home Run
Farr’s: Double Play
Ben & Jerry’s Lighten Up: Double Play
Pierre’s: Home Run
Ice Cream/Ice Milk Desserts
Weight Watchers Smart Ones: Double Play
IQF Chicken/Chicken Substitute
Perdue: Double Play
Pilgrim’s Pride: Double Play
Foster Farms: Double Play
Green Peak: Home Run
Morningstar Farms: Double Play
Marshall Durbin: Double Play
Perdue Perfect Portions: Double Play
George’s: Home Run
Sunchef: Grand Slam/MVP
IQF Turkey/Turkey Substitute
Shady Brook Farms: Triple Play/MVP
Foster Farms: Double Play
Honeysuckle White: Double Play
Perdue: Double Play
Zacky Farms: Double Play
Meat (No Poultry)
Bubba Burger: Double Play
Philly Gourmet: Home Run
Steak Umm: Double Play
Armour Homestyle: Double Play
Great Range: Double Play
Excel: Home Run
Home Market Cooked Perfect: Double Play
Holten: Home Run
IBP: Double Play
Harris Ranch: Grand Slam
Armour: Double Play
Fast Classics: Grand Slam/MVP
Tony Roma’s: Grand Slam
Farmland: Double Play
Aunt Bessie’s: Double Play
Meat Subsitutes
Morningstar Farms: Triple Play
Morningstar Farms Grillers: Home Run
Amy’s: Double Play
Lightlife Smart Ground: Double Play
Mixed Vegetables
Birds Eye Steamfresh: Triple Play
Pictsweet Deluxe Steamers: Grand Slam
Green Giant Simply Steam: Double Play
Green Giant Immunity Boost: Grand Slam/MVP
Green Giant Healthy Weight: Grand Slam
Green Giant Healthy Vision: Grand Slam
Muffins
Kellogg’s Eggo: Triple Play
Vitamuffin: Triple Play
Multi Serve Dinners/Entrees
Birds Eye Voila: Double Play
Bertolli Mediterranean Style: Grand Slam
Birds Eye Voila Family Skillets: Grand Slam/MVP
Claim Jumper: Double Play
Novelties
Weight Watchers: Double Play
Dreyer’s Edy’s: Double Play
The Skinny Cow: Double Play
Haagen Dazs: Double Play
Dreyer’s Edy’s Slwchrnd Rch & Crmy: Double Play
Ben & Jerry’s: Double Play
M & Ms: Double Play
Weight Watchers Smart Ones: Double Play
Eskimo Pie: Grand Slam/MVP
Mollicoolz: Double Play
Wells Blue Bunny The Champ: Home Run
Silhouette: Double Play
Budget Saver: Double Play
Kemps Ittibitz: Grand Slam
The Skinny Cow Skinny Dippers:
Double Play
Lindys Italian Ice: Double Play
Nestlé Drumstick Simply Dipped:
Home Run
Phillyswirl Stix: Double Play
Meadow Gold: Home Run
Marino: Double Play
Nestlé Shrek Push Up: Double Play
Breyers Mrs. Field’s: Grand Slam
Helados Mexico: Home Run
Onion Rings
Alexia Onion Rings: Triple Play
Other Plain Vegetables
Birds Eye Steamfresh: Triple Play
Peas
Birds Eye Steamfresh: Double Play
Green Giant Simply Steam: Home Run
Cascadian Farm: Grand Slam
Pie/Pastry Shells
Marie Callender’s: Double Play
Pies
Marie Callender’s: Home Run
Sara Lee Signature Selections:
Double Play
Mrs Smith’s: Double Play
Claim Jumper: Double Play
Sara Lee Simple Sweets: Grand Slam/MVP
Marie Callenders: Double Play
Pizza
California Pizza Kitchen: Double Play
Di Giorno Ultimate: Grand Slam
Freschetta Pizzamore: Grand Slam/MVP
Amy’s: Double Play
Red Baron Pizzeria Style: Grand Slam
Kashi: Grand Slam
Palermos Primo Thin: Home Run
Bellatoria: Double Play
Wolfgang Puck: Double Play
Ginos East: Double Play
Uno: Double Play
Plain Potatoes/Fries/Hashbrowns
Alexia: Double Play
McCain: Home Run
Ore Ida Crispy Crowns: Home Run
Mr. Dell’s: Home Run
T J Farms: Double Play
Ore-Ida Zesty Twirls: Double Play
Ore-Ida Fast Food Fries: Home Run
Pot Pies
Claim Jumper: Double Play
Prepared Vegetables (Sauce/Crumbs)
Green Giant Just For One: Double Play
Green Giant Valley Fresh Steamers: Double Play
Birds Eye Steamfresh: Double Play
Processed Chicken/Chicken Substitute
Banquet: Triple Play
Perdue: Double Play
Oscar Mayer: Grand Slam/MVP
Tyson Anytizer: Grand Slam
Fast Classics: Grand Slam
Morningstar Farms Chik Nuggets:
Home Run
Hormel Natural Choice: Double Play
Quorn: Double Play
Dino Buddies: Double Play
Perdue Perfect Portions: Double Play
John Soules Foods: Double Play
Moo And Oink: Double Play
Raw Shrimp
Sea Best: Double Play
Contessa: Double Play
Chef Net: Grand Slam/MVP
Orion: Grand Slam
Chicken Of The Sea: Double Play
Northern King: Double Play
Southwind Foods: Double Play
Sausage
Armour Sizzle And Serve: Grand Slam/MVP
Moo And Oink: Double Play
Single Serve Dinners/Entrees
Marie Callender’s Complete Dinners: Double Play
Boston Market: Double Play
Healthy Choice Cafe Steamers: Grand Slam
Amy’s: Home Run
Michelina’s Authentico: Double Play
Swanson Classics: Double Play
Claim Jumper: Double Play
Marie Callender’s: Double Play
Tai Pei: Double Play
Stouffer’s Large Classics: Grand Slam/MVP
Hungry Man: Double Play
Kid Cuisine Real Meals: Double Play
Amy’s Bowls: Double Play
Kahiki: Double Play
Bertolli: Double Play
Sweet Goods - No Cheesecakes
Pepperidge Farm: Double Play
Duncan Hines Homestyle: Grand Slam/MVP
Waffles
Kellogg’s Nutri Grain Eggo: Double Play
Vans: Double Play
Kashi Go Lean: Double Play
Kellogg’s Special K: Grand Slam/MVP
Kellogg’s Eggo Shrek: Double Play
Yogurt/Tofu
Dreyer’s-Edy’s Slowchurned: Triple Play
Häagen-Dazs: Double Play
REFRIGERATED FOODS
All Other Fruit Juice
POM Wonderful: Triple Play
Appetizers/Snack Rolls
Hissho Sushi: Double Play/MVP
Japanese Food Express: Double Play
Fujisan Chef: Double Play
Apple Juice
Simply Apple: Triple Play/MVP
Bagels/Bialys
Crystal Farms David’s Deli: Triple Play/MVP
1st National Bagel Company: Home Run
Butter
Cabot Butter: Double Play
Organic Valley: Double Play/MVP
Kerrygold: Home Run
Danish Creamery: Double Play
Cheese — Grated
Locatelli: Home Run
Di Giorno: Double Play
Kraft: Grand Slam
Cheese — Processed Slices
Kraft: Grand Slam/MVP
Crystal Farms: Home Run
Kraft Singles Select: Grand Slam
Borden Sandwich Mate: Double Play
Cheese Spreads/Balls
Kraft Velveeta: Triple Play
Laughing Cow: Triple Play/MVP
Rondele: Home Run
Rondele Pub: Home Run
Cheesecakes
Eli’s: Double Play
Coffee Creamer
Nestlé Coffee Mate Carb Select:
Home Run
Silk: Double Play
Cookie/Brownie Dough
Pillsbury Big Deluxe Classic: Double Play
Cottage Cheese
Daisy: Grand Slam/MVP
Land O Lakes: Home Run
Hood Lactaid: Home Run
Cream Cheese — Soft
Belgioioso: Home Run
Dairy Cream/Half & Half
Land O Lakes: Home Run
Organic Valley: Double Play
Horizon Organic: Double Play
Upstate Farms: Double Play
Nestlé: Double Play
Dinners/Entrees
Curly’s: Double Play
Romano’s Macaroni Grill: Grand Slam/MVP
Dips
Wholly Guacamole Dips: Grand Slam
Dough (Bread/Rolls/Bun)
Pillsbury Place N Bake: Grand Slam/MVP
Drinks — Fruit
Minute Maid Premium: Triple Play
SunnyD: Double Play
Ssips: Double Play
Eggs — Fresh
Eggland’s Best: Double Play
Land O Lakes: Home Run
Hillandale Farms: Home Run
Maxim Farms: Home Run
California Ranch Fresh: Home Run
Cal Maine Foods: Home Run
4 Grain: Home Run
Happy Hens Egg Ranch: Home Run
Penn Dutch Farms: Home Run
Horizon Organic: Home Run
Cal Maine Sunup: Home Run
Sparboe Farms: Double Play
Organic Valley: Double Play
Trafficanda Egg: Double Play
New England Egg Farms: Home Run
Born Free: Double Play
Rio Grande: Double Play
Mitlitskys Egg Farm: Double Play
Nu Laid: Double Play
Nelms: Double Play
Naturally Nested: Double Play
Hamilton: Home Run
Rogers: Grand Slam/MVP
Country Eggs: Double Play
The Country Hen: Double Play
Egg Substitutes
Papetti Foods Allwhites: Home Run
Flavored Spreads
Sabra Go Mediterranean: Triple Play
Tribe Mediterranean Foods: Triple Play
River Side Specialty Foods: Double Play
Garden Fresh Salsa: Double Play/MVP
Fresh Cut Salad
Olivia’s Organics: Double Play
Taylor Farms: Double Play
Fresh Express Gourmet Cafe: Grand Slam/MVP
Garden Cuts: Double Play
Live Gourmet: Double Play
Dole Fresh Makes: Double Play
Fresh Attitude: Grand Slam
Organic Girl: Grand Slam
Juice/Drink Smoothies
Naked: Home Run
Naked Superfood: Home Run
Naked Energy: Double Play/Home Run
Juice — Fruit, Blended
Minute Maid: Triple Play
Tropicana Pure: Double Play
Bolthouse Bom Dia: Double Play
Juice — Grapefruit
Simply Grapefruit: Grand Slam
Juice — Lemonade
Simply Lemonade: Triple Play
Simply Limeade: Triple Play
Turkey Hill: Double Play
Minute Maid: Double Play
Juice — Orange
Simply Orange: Triple Play
Minute Maid Heart Wise: Double Play
Tropicana Pure Valencia: Double Play
Tree Ripe: Double Play
Minute Maid Multi Vitamin: Double Play
Tropicana Pure Premium Antioxidant: Double Play
Hiland: Double Play
Juice — Vegetable Juice/Cocktail
Odwalla: Double Play
Margarine/Spreads/Butter Blends
Shedd’s Country Crock: Triple Play
Blue Bonnet: Double Play
Smart Balance: Home Run
Land O Lakes: Home Run
I Can’t Believe It’s Not Butter Light: Home Run
Shedd’s Country Crock Plus: Home Run
Olivio: Home Run
Smart Balance Omega: Triple Play/MVP
Promise Activ Take Control: Home Run
Earth Balance: Double Play
Milk-Flavored/Eggnog/Buttermilk
Hood: Home Run
Horizon Organic: Double Play
Shamrock Farms: Double Play
Darigold: Home Run
Hood Lactaid 100: Double Play
Milk — Skim/Lowfat
Horizon Organic: Double Play
Dean’s: Home Run
Prairie Farms: Home Run
Garelick Farms: Home Run
Kemps Select: Home Run
Stonyfield Farm: Double Play
Anderson Erickson: Home Run
Darigold: Home Run
Lehigh Valley: Home Run
Hood Simply Smart: Double Play
Poinsettia: Double Play
Land O Lakes Original: Double Play
Swiss: Double Play
Smith’s: Double Play
Swiss Valley Farms: Home Run
Sun Up: Double Play
Clover Stornetta: Double Play
Cream O Weber Country Fresh: Grand Slam
Country Delite: Home Run
Galliker’s: Home Run
Wells’ Blue Bunny: Home Run
Baremans: Double Play
Oak Tree: Grand Slam
Rosenberger’s Dairies: Home Run
Belfonte: Double Play
Meadow Brook: Home Run
Byrne Dairy: Home Run
Oak Grove: Double Play
Crowley: Home Run
United Valley Bell: Home Run
Schome Runoeder: Double Play
Schenkel’s: Double Play
Heartland Creamery: Grand Slam
Golden Royal: Home Run
Anderson Gold Star: Home Run
Dairy Charm: Grand Slam
Oberweis Dairy: Home Run
Coburg: Double Play
Price’s: Double Play
Kleinpeter: Double Play
Dairymens: Home Run
Central Dairy: Double Play
Cloverland: Double Play
Alpen Rose: Double Play
Schepps: Home Run
Arrowhead: Home Run
Marcus: Grand Slam
Maid O Clover: Grand Slam/MVP
Farmstead: Home Run
Mallorie’s: Double Play
Milk — Whole
Horizon Organic: Double Play
Poinsettia: Home Run
Dean’s Country Fresh: Home Run
Swiss: Double Play
Stonyfield Farm: Home Run
Sun Up: Home Run
Country Delite: Home Run
Alta Dena: Home Run
Oak Tree: Grand Slam
Golden Royal: Home Run
Cloverland: Grand Slam
Gandys: Double Play
Anderson Erickson: Home Run
Price’s: Double Play
Sunny Dell: Home Run
Galliker’s: Double Play
Milkshakes/Non-Dairy Drinks
Rice Dream: Double Play
Odwalla Super Protein: Double Play
Natural Cheese — Chunks
Cabot Vermont: Home Run
BelGioioso: Home Run
Crystal Farms: Home Run
Laughing Cow Mini Babybell: Double Play
Precious: Home Run
President: Home Run
Boar’s Head: Home Run
La Vaquita: Home Run
Stella: Home Run
Joseph Farms: Home Run
Kerrygold: Home Run
Great Lakes: Double Play
El Mexicano: Double Play
Tropical: Home Run
Ile De France: Home Run
Dofino: Double Play
Joseph Gallo: Home Run
Frigo: Home Run
Kraft Cracker Barrel NY Aged Reserve: Home Run
Rosenborg: Home Run
Borden: Double Play
Cabot: Double Play
King’s Choice: Double Play
Montchevre: Double Play/MVP
Dutch Farms: Home Run
McCadam: Home Run
Bandon: Grand Slam
Alouette: Double Play
Natural Cheese — Crumbled
President: Home Run
Stella: Home Run
Natural Cheese — Shredded
Sargento: Home Run
Crystal Farms: Home Run
Borden: Home Run
Sargento Chefstyle: Home Run
Stella: Home Run
Tillamook: Double Play/MVP
Belgioioso: Home Run
Cabot Vermont: Home Run
Dutch Farms: Home Run
Natural Cheese — Slices
Sargento: Triple Play
Sargento Deli Style: Home Run
Kraft: Double Play
Kraft Cracker Barrel Cracker Cuts: Home Run
Land O Lakes: Home Run
Crystal Farms: Double Play
Kraft Cracker Barrel: Double Play
Finlandia: Double Play
Great Lakes: Double Play
Belgioioso: Double Play/MVP
Natural String Cheese
Frigo Cheese Heads: Triple Play
Kraft Snackables: Triple Play
Sargento: Double Play
Kraft Polly O Twist Ums: Home Run
Kraft Liveactive: Grand Slam/MVP
Kraft Cracker Barrel: Home Run
Frigo Cheese Heads Swirls: Double Play
Crystal Farms: Home Run
Precious: Double Play
Crystal Farms Cheezoid: Double Play
Potato Side Dish
Bob Evans: Triple Play/MVP
Prepared Salad/Fruit/Coleslaw
Del Monte Fruit Naturals: Triple Play
Sundia True Fruit: Grand Slam/MVP
Garden Fresh: Double Play
Pudding/Mousse/Gelatin/Parfaits
Jell-O Fruit Passions: Double Play
Sauce/Gravy/Marinade Mixes
Garden Fresh: Double Play
Santa Barbara: Double Play
Sour Cream
Daisy: Home Run
Soymilk/Kefir/Milk Substitutes
Silk Light: Triple Play
Silk Plus: Double Play
Lifeway: Double Play
Organic Valley: Grand Slam/MVP
Tortillas
Guerrero: Home Run
Teas
Turkey Hill: Triple Play/MVP
Red Diamond: Triple Play
Swiss Premium: Double Play
Milos: Home Run
POM Light Tea: Grand Slam
Yogurt
Yoplait Light : Double Play
Dannon Activia: Double Play
Dannon Activia Light: Double Play
Dannon Danactive Drinks: Double Play
Total: Double Play
Weight Watchers: Double Play
Yoplait Light Thick And Creamy: Home Run
Mountain High: Home Run
Yoplait Yo Plus: Grand Slam
La Yogurt: Double Play
Promise Activ Supershots Drinks:
Grand Slam
Yoplait Kids Drinks: Double Play
Dannon Light N Fit Carb & Sugar Control: Home Run
Brown Cow: Grand Slam
Yoplait Go Gurt Fizzix: Grand Slam
Lala Drinks: Double Play
Yoplait Grande: Double Play
El Mexicano Drinks: Double Play
Lala: Home Run
Nancy’s: Home Run
Chobani: Grand Slam/MVP
Yakult Drinks: Double Play
Oikos: Grand Slam
Glen Oaks Drinks: Double Play
Dannon Danactive Light Drinks:
Grand Slam
Whole Soy: Double Play
DELI FOODS
Bacon
Jimmy Dean: Grand Slam/MVP
Sugardale: Double Play
Butterball: Double Play
Carolina Pride: Double Play
Boar’s Head: Double Play
Patrick Cudahy: Double Play
Rath Blackhawk: Double Play
Esskay: Double Play
Dinner Bell: Double Play
Breakfast Sausage/Ham
Tennessee Pride: Double Play
Bob Evans Express: Double Play
Plumrose: Double Play
Gunnoe’s: Double Play
Dinner Sausage
Shady Brook Farms: Double Play/MVP
Al Fresco: Double Play
Carolina Pride: Double Play
Smithfield: Double Play
Reynaldo’s: Double Play
Jennie-O: Double Play
Farmer John: Home Run
Circle B: Double Play
Caroline: Double Play
Louis Rich: Double Play
Evergood Fine Foods: Double Play
Honeysuckle White: Double Play
Far West Meats: Home Run
Scott Petersen: Double Play
Holmes Smokehouse: Home Run
Fish/Herring/Seafood
Dockside Classics: Double Play/MVP
Spence: Double Play
Frankfurters
Sugardale: Double Play
Carolina Bright Leaf: Double Play/MVP
Ballpark: Double Play
Fud Salchichas De Pollo: Home Run
Zacky Farms: Double Play
Lightlife Smart Dogs: Double Play
Armour: Double Play
Hummel Bros: Double Play
Meat/Cheese/Cracker/Dessert
Oscar Mayer Deli Creations: Grand Slam
Oscar Mayer: Grand Slam
Hillshire Farm: Grand Slam/MVP
Non-Sliced Lunchmeat
Boar’s Head: Double Play
Pizza Crust/Dough
Pillsbury: Double Play
Mama Mary’s: Double Play
Pizza/Pizza Kits
Mama Rosa’s: Double Play
Take N Bake: Double Play
Sliced Lunchmeat
Sara Lee Fresh Ideas: Grand Slam
Healthy Ones: Grand Slam/MVP
John Morrell: Double Play
Hormel Natural Choice: Home Run
Hillshire Farm Deli Select Home Runty: Grand Slam
Buddig Deli Cuts: Double Play
Columbus: Home Run
Applegate Farms: Double Play
Fiorucci: Double Play
Daniele: Double Play
Boar’s Head: Double Play
Hebrew National: Double Play
Land O Frost: Home Run
Uncooked Meats
Jennie-O Turkey Store: Triple Play
Perdue: Double Play
Honeysuckle White: Double Play
IBP: Double Play/MVP
Pre-Game: Double Play
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