IncrEdibles(TM) Being Heralded as Biggest Breakthrough in Convenience Foods In 45 Years

PHILADELPHIA, Nov. 3 /PRNewswire/ -- Breakaway Foods is looking to "push" its way into Philadelphia households with its new, innovative and patent- pending microwaveable products called IncrEdibles(TM). Consumers in the Philadelphia region will be among the first to enjoy this new product. Invented by Robert E. Berman of Blue Bell and distributed by Philadelphia's Jack & Jill Company, Berman wanted his hometown to be the first to take part in this revolutionary new way of eating. "Philadelphia has a long history of introducing new foods to the world," said Berman. "We expect that IncrEdibles will be found right there next to Philadelphia's famed hoagies, cheese steaks and pretzels."

Berman is president of Breakaway Foods, the Columbus, Ohio-based company that will be the first-ever to deliver foods from macaroni & cheese to scrambled eggs with cheese and bacon completely portable, as in "No forks, No spoons, No plates, No mess!(TM)" It's a revolutionary new way for consumers to enjoy their favorite foods and the ultimate meal for people on the go, declared company executives who today unveiled IncrEdibles to a group of news reporters in Philadelphia. The products, which range from Macaroni & Cheese to Scrambled Eggs With Cheese & Sausage, come in a uniquely designed and sealed cylinder, are frozen for maximum flavor and freshness, and microwave- ready in about one minute once thawed, or about two minutes after defrosting from frozen. The cylinder becomes a "self-server" when an included plastic stick is inserted onto the cylinder bottom. Consumers simply "Push n' Eat" from the cylinder as the food is pushed upward.

Many food industry experts and analysts are heralding IncrEdibles as one of the biggest breakthroughs in convenience foods in the past 45 years. One of those believers is Dr. John L. Stanton, professor of Food Marketing, Erivan K. Haub School of Business, at Saint Joseph's University in Philadelphia. "The IncrEdibles product creates a new classification of convenience foods, which I call portable comfort foods. There really hasn't been a way to deliver certain kinds of foods portably before this product," says Dr. Stanton. "I can see IncrEdibles pushing its way to the top in this category very quickly."

Initial rollout is slated for November with distribution available from New Jersey to Central Pennsylvania to Northern Virginia in select food service outlets and convenience stores. Additionally, the new IncrEdibles product line will be tested at various Amoco Split Second convenience store locations in the Philadelphia market. Subsequent availability will be in supermarkets, club stores, sports/entertainment arenas, vending, carts/kiosks, and other channels. Suggested retail prices range from $1.49 to $1.99 per serving.

The first products will include: Macaroni & Cheese, Macaroni & Cheese With Broccoli, Chili Mac, Scrambled Eggs With Cheese, Scrambled Eggs With Cheese & Sausage and Scrambled Eggs With Cheese & Bacon. Additional foods are in the product development pipeline that will further revolutionize convenience foods to a level never thought possible. IncrEdibles are made with real pasta, real eggs and cheese, frozen for maximum flavor and freshness, and microwave-ready in about one minute once thawed, or about two minutes after defrosting from frozen.

"We're thrilled with the overwhelming response to our new products," says Berman. "When we tested IncrEdibles with consumers of all ages, they not only told us how much they loved the taste and convenience but also would go into lengthy explanations as to how the products would positively fit into their busy lifestyles -- now that just doesn't happen very often and it takes IncrEdibles to a whole other level," he says. "Americans are frankly burned out on their choices for fast, on-the-go foods. I mean how many bags of French fries and dough-heavy pocket sandwiches can they take? With IncrEdibles, consumers can now get more wholesome, better-tasting and nutritious foods they already love, now portable for the first time and at an affordable price, anytime, anywhere -- with fast, easy preparation, no utensils, no plates, no clean-up, and no mess!" says Berman.

Berman feels that one of the major selling points of IncrEdibles is its 100 percent product content. "What you see and what we say is what you get," explains Berman. "When we say 4.5 ounces of macaroni and cheese, that's what you get, not 2-1/2 to 3-1/2 ounces of some bread or dough encasement with a measly 1 - 2 ounces of some filling. Some of today's popular hand-held foods can contain 60 percent or more dough, which leaves little of what a consumer really wants, and that's what's inside. No dough to go with IncrEdibles," he adds.

Nick Kosanovich, chief executive officer of Breakaway Foods, who was instrumental in creating Breakaway Foods, L.L.C. and the IncrEdibles patent- pending products, is enthusiastic about taking advantage of America's growing appetite for hand-held foods, which is among the fastest-growing segments of the U.S. frozen and refrigerated food industry today.

"Once we had the delivery system down, which I call our `all-in-one mini- oven self-server,' we wanted to get out the chute with two all-time American favorites -- macaroni and cheese and scrambled eggs," says Kosanovich. "We knew that the uniqueness of the product would create a great deal of trial but we have focused our energies on delivering superb taste and nutritional values and we believe consumers will be impressed as well." "The rotini pasta is made fresh from the finest semolina flour, real eggs and cheese, combined with other fine ingredients, which add up to a fabulous homemade taste," added Kosanovich. "In fact, many consumers could not believe our products were prepared in a microwave. Now that's a testimony to the taste of IncrEdibles. Throw in the portability factor, and you have an unbeatable combination that consumers are going to love."

IncrEdibles is also much more nutritious than many fast food alternatives. Some hand-held foods have as much as 320 to 590 calories and 14 to 35 grams of fat per serving, while IncrEdibles Macaroni & Cheese, for example, has 160 calories and 4.5 fat grams per serving. A typical sausage, egg and cheese on a biscuit or roll can have 390 calories and 27 fat grams, while IncrEdibles Scrambled Eggs with Cheese and Sausage has only 190 calories and 16 fat grams. There's also far less sodium in IncrEdibles products than in most other hand- held products.

Dr. Stanton also sees a tremendous benefit for foodservice operations, kiosks and concession businesses, where most foods are kept in open displays and handled by servers. "Because each individual IncrEdibles serving cylinder is sealed, there's no direct handling of the food before consumption. That's good news for the public, and the implications for improved health and labor savings are enormous," says Dr. Stanton.

"With IncrEdibles now you can have the foods you love, anytime, anywhere," says Berman. "We know consumers will try it for the convenience -- and they'll come back for the taste."

Thanks Kinetic!

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