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Microwavable pouch pushes sandwich fixin's

In October, Madison, WI-based Oscar Mayer, a division of Kraft Foods, began test marketing stand-up pouches for five varieties of its HotWiches(TM) Sandwich Makers in Minneapolis, Chicago and Detroit.

Pw 24100 Micpoupussan 33

Oscar Mayer says distribution will be expanded in '97. It would not, however, discuss packaging specs. Stores can display the pouches in refrigerated meat cases, either on a shelf or from hooks, as the pouches are punched for peg display. A use-by date is ink-jet coded at the top right of the front panel, which provides a colorful serving suggestion. A notch at the side allows the user to neatly tear the pouch horizontally before standing it in the microwave. Product can be seen through a small window on the pouch's back panel, and on the bottom gusset. Oscar Mayer touts the home-meal replacement product with the phrase, "zero to sandwich in 70 seconds." That's if the product is heated in the microwave oven, of course. The 4.5-oz meat-and-sauce combination sells for around $1.50. After heating, product may be placed on a bread, roll or pita to create a quick sandwich.

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