• Brandweek, Monday, February 15, 2010 10:19 AM

Duncan Hines and Citrus Hill are long gone. So, too, are Hawaiian Punch and Jif. Folgers is a more recent sell-off. Hard to believe, but true: Procter & Gamble's sole remaining food brand is Pringles. Why, then, has the company been testing a recipe site, DinnerTool.com, where you can recover your meal-planning sanity "one day at a time" or get a week's worth of recipes "with just one click"?

P&G's strategy, Elaine Wong explains, is analogous to Goodyear showing fancy sports cars, which it doesn't make, in its ads because all cars need tires. Rich DelCore, director of P&G's brand building organization, credits the consumer insight that "meals and meal preparation are a real problem area for moms and families in general."

But when you get to the bottom of it all, cleaning up the mess is a real problem, too. That's where the "Quicker Picker-Upper" comes in. It's the site's main sponsor. "Bounty's aim is to help families [not] to worry about the cleanup," says brand manager Dave Lee.

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