Simmons gets high profile on low-fat foods - fitness celebrity Richard Simmons - Food Merchandising

Discount Store News, Feb 20, 1995

The likeness of fitness guru Richard Simmons leaps out at consumers cruising through the aisles of Wal-Mart's food department, touting the latest in fat-free desserts. Yes, Simmons has jumped from the video department to the cookie business with a signature line of fat-free and low-fat cookies, which initially are available at Wal-Mart stores nationwide.

And at the opening of the Middle Island, N.Y., Wal-Mart (the chain's first discount store on Long Island), Simmons himself literally jumped out at customers with samples of his products.

The line, which represents Simmons' ongoing commitment to better health and nutrition, includes fat-free fudge truffle, fat-free frosted apple pie, fat-free strawberry, fat-free peach apricot, fat-free cranberry apple, and low-fat Devil's Food.

"Food is my passion," said Simmons. "I love rich, fattening foods, but I don't like the guilt. So now I have created a delicious alternative-fat-free and low-fat cookies and snacks that are full of flavor and taste."

Simmons' new cookie line goes up against such established competitors in the $4.2 billion category as Nabisco Brands' Fat-free Newtons and Snackwell's, which rings up sales of $400 million, and Keebler Co.'s reduced-fat Elfin Delights.

(Keebler began its first major $5 million print campaign for its reduced- and non-fat cookie and cracker line in February issues of People, Family Circle, Good Housekeeping and other magazines.)

Food stores, with $3.6 billion in sales, is still by far the largest distribution channel of cookies, but both mass merchandisers and drug chains gained share in 1994, according to Information Resources Inc. Sales of cookies through mass merchandise outlets rose 63.8% to $374.6 million for the 52-week period ended Oct. 9, 1994, while sales through drugstores increased 9.8% to $171.6 million.

The timing of the new cookie line introduction comes as manufacturers' research - and media surveys - show that fat intake is a top concern for many consumers. Still, a sales associate at Wal-Mart noted that Simmons' fat-free cookie line has yet to show significant sales at the chain.

"It only moves when it's on special," she said. "We've had it out since it was introduced here in October, but it really hasn't been moving."

Still, that was before Simmons, the self-proclaimed "court jester of health" began actively promoting the line, including an appearance during the Macy's Thanksgiving Day Parade and in-store appearances at Wal-Mart stores to hand out samples. Plus, the line will expand this year to include fat-free caramel corn, fat-free breakfast bars and low-fat potato snacks.