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Nabisco 'rolls' Grey Poupon collection

"One of the most ambitious undertakings in our company's history" is the phrase used to describe the rollout of 12 new gourmet products under the Grey Poupon brand name.
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So says Brian Colin senior director of business development for Nabisco's Specialty Products Co. Parsippany NJ. The pro-ducts in-clude salad dressings specialty oils vinegars and cooking wines. "We elected to associate the products with fa-mous im-pressionistic art" Colin says. "We wanted the picture to tie in with the product where possible." Colin worked with design consultants Libby Macdonald & Shear (Stamford CT) in selecting the art and obtaining rights to use it. Included are works by Monet Cezanne Pisarro and Van Gogh. The Nabisco purchasing people had just weeks to source containers. "We had six months to get it on shelves" says Colin "but we only had three months for sales samples." Stock bottles came from Anchor Glass (Tampa FL) with blue PP caps from Poly-Seal (Baltimore MD) covered by blue neckbands of polyvinyl chloride from Templock (Santa Barbara CA). The beautiful labels are printed offset in six colors by Gamse Litho (Baltimore MD). Two products balsamic vinegar and the extra virgin olive oil are produced and packaged in Italy says Colin. So bottles labels caps and neckbands all had to be sourced in Italy just like the product and the packaging line to fill them. These first extensions of the Grey Poupon line beyond mustards began appearing on gourmet and food store shelves this fall. The 12- and 17-oz products are priced between $2.59 and $3.89; the oils sell for $6.89.

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