• Ad Age, Thursday, February 19, 2009 10:46 AM

In years past, the Consumer Analysts Group of New York conference saw a bevy of ambitious launches and re-branded lines, as well as a cornucopia of marketer-sponsored meals and a mountain of giveaways. This year's meeting is mainly about line extensions or re-branding, reports Emily Bryson York, and the freebies are decidedly less indulgent.

Campbell is featuring its reduced-sodium soups; General Mills is offering new versions of its most popular brands, such as Banana Nut Cheerios; Kellogg is launching cracker products tied to Special K.

Supermarket expert Phil Lempert says it's typical for companies to introduce fewer products during a downturn, and the products that do come out are generally "truly innovative." He points to the steaming capability Con Agra has applied to it microwavable Healthy Choice meals, which the company says improves taste.

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