• by Karl Greenberg , August 7, 2007

Grey Poupon mustard brand is expanding. The Kraft-owned brand has added three new flavors, supported by an ad push to promote the company's first extension beyond Dijon-style mustard in its 120-year history.

The company has introduced "Harvest Course Ground," "Savory Honey" and "Hearty Spicy Brown" flavors. It says the new flavors reflect a consumer desire for more premium products and niche varieties with "bold flavor profiles."

"Our primary consumer tends to be food-involved and uses both Dijon and specialty mustards," says Tim Volkema, brand manager for Grey Poupon. "[They rotate] flavors to best accommodate specific foods."

He says new advertising touts the specific, ingredient-based appeal and uses the "But Of Course" tagline that the company has used for 27 years.

"We are focusing primarily on print ads in magazines," says Volkema, adding that print advertising, via JWT, Chicago, began this summer in magazines like Gourmet, Food & Wine, Cooking Light, Better Homes & Gardens, People and Real Simple.

"We also have planned some innovative marketing activities that lever Grey Poupon's strong heritage and highbrow/fun equity," he says, adding that the effort includes an in-store partnership with Sutter Home for its "Build A Better Burger" promotion this summer.

Sutter Home Vineyards' promotion includes a media tour by Jeffrey Star, executive chef at Trinchero Family Estates winery, and a competition letting consumers submit a burger recipe for a chance to win $50,000. Other sponsors include Bic Lighter, Vlasic, Kettle Chips and the "It's What's for Dinner" campaign from the Cattlemen's Beef Board.