Celentano expands with Blimpie

Prepared Foods, March, 1999

* Celentano Bros. Inc., a processor and marketer of Italian specialty foods, has struck an agreement with BLIMPIE International to supply its new Italian quick-serve restaurant (QSR) format.

Celentano, based in Verona, N.J., will be the primary provider for BLIMPIE's Pasta Central QSR theme, the first two units of which opened in February. By the end of 1999, BLIMPIE, a sub and salad chain based in New York with more than 2,000 QSR units worldwide, plans to open nine more Pasta Central units.

The alliance allows Celentano to sharpen its foodservice and chain competencies, says Domenick Celentano, president of the company. Over the last several years, Celentano has introduced at the supermarket level either fresh or frozen lines under such brands as Original Recipes, Vegetarian Selects, RealMeals and Great Choice. All of the brands fulfill a need within the home meal replacement segment.

Pasta Central will offer pre-packaged entrees in eight or 12-14-oz. dual-ovenable containers. Consumers have the option of dining in or purchasing entrees to go. According to Domenick Celentano, the signature dish will be the Central Special, consisting of penne pasta, a homemade "central" sauce and chicken.

Celentano's investment comes at a good time as pasta consumption grows. According to Princeton Survey Research, four in 10 U.S. consumers say they eat more pasta today than they did five years ago, and 57% report they are eating more shapes of pasta [ILLUSTRATION FOR CHART OMITTED].

Pasta Preferences

(The frequency at which U.S. consumers eat pasta products.)