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Campbell tests home delivery program

Last month in Ohio, Campbell Soup Co. began testing its Intelligent Quisine concept. The three-meals-per-day, 10-week program includes more than 40 items-from sirloin beef tips to French toast with sausage to peanut butter bars-that are shipped via UPS to consumers' homes.

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The Camden, NJ, food marketer claims the program, which includes support materials covering topics such as exercise and nutrition, is clinically proven to reduce cholesterol, high blood pressure, and high blood sugar in individuals having one or more of these conditions. Packaging, designed in-house by Campbell, includes copy stating that the program was developed in consultation with the American Heart Assn. and the American Diabetes Assn. But no other health claims are made because it's the total program that delivers the health benefits, not any single serving. The majority of the items are frozen, though some canned goods and other shelf stable offerings are included. Preparation can be handled in a conventional or microwave oven or on the stovetop. Product from any number of Campbell plants will be collated in the Indianapolis facility of URS Logistics Inc. (Atlanta, GA) and packaged there for shipment to consumers. Dry ice in a corrugated shipper lined with EPS foam keeps frozen foods frozen for up to 56 hours. Most customers receive shipments within 36 hours, says Campbell. Cost is about $10 per day. Campbell will urge doctors and dietitians to recommend the program to their patients. TV and other advertising will also be employed, and a toll-free number can be used to order the meals as well, but only in Ohio.

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