Procter & Gamble plans to debut test retail outlet

Nation's Restaurant News, Jan 15, 2001

CINCINNATI -- Consumer products giant Procter & Gamble Co. plans to open here a retail outlet that will feature a cooking school and a line of high-end cooking oils, sauces and spices under the brand name Culinary Sol.

"Sol" is the Spanish word for sun.

Located in a mall near P&G's headquarters in suburban Cincinnati, the 4,700-square-foot retail outlet is being regarded by the company as a test. However, executives say P&G does not plan on entering the retail arena. Instead, the company will use the store to launch new products and refine offerings.

The culinary classes are expected to be useful in the development of Culinary Sol products. The store will include a 40-seat stadium-style theater for chef demonstrations together with 12 smaller learning kitchens for hands-on demonstrations.

The school also will have 22 instructors occasionally supplemented by celebrity chefs. Prices are expected to range from about $17 for a "lunch and learn" session to $100 for a five-hour class. The classes will feature Culinary Sol products.

P&G also launched a Web site that will sell the new upscale product line. Nevertheless, P&G chiefly plans market the new line of products through traditional distribution lines, such as supermarkets and chain stores.