• Brandweek, Wednesday, May 6, 2009 11:03 AM

The recession and a back-to-basics focus by consumers are reviving the center of the supermarket -- think cans of kidney beans and bags of marshmallows -- Elaine Wong reports. Food's marketing focus in recent years has been on the outer aisles, such as frozen and fresh produce, which have more "pizzazz and sex appeal," says Tom Vierhile, who tracks new products at Datamonitor.

But Del Monte recently began advertising its canned fruits and vegetables line for the first time in 10 years. Its $15-million "Stretch Your Dollar" campaign aims to persuade shoppers to buy canned over fresh or frozen products. And the company, which is spending 30% more on marketing in its next fiscal year, says a high percentage of new products will target center store.

Kraft, meanwhile, is building distribution for its new Velveeta Shells & Cheese Cups. And General Mills has introduced Macaroni Grill, a more upscale version of Hamburger Helper that contributed to a 5% increase in meal sales for the latest quarter.

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