Give Thanks: Pie Takes On Life Of Its Own

In a week when pie comes to mind for many Americans, marketers are putting some new spins on bringing the flavor to the table.

Godiva introduced pie-flavored chocolate in a limited-edition American Pies G Collection featuring eight flavors: apple crumb, strawberry, key lime or lemon meringue, banana cream, chocolate peanut butter, chocolate cream, and pecan.

Crafted in pie-wedge shapes, the chocolate comes 18 pieces to a round box, apple green in color, and finished with brown trim.

The company will market the product on its Web site, through targeted e-mails and public relations outreach, and by word of mouth.

As part of that publicity effort, the chocolatier commissioned a survey on Americans' pie-eating habits. It found that a typical person eats pie 10.7 times a year, with Kentucky topping out at 12.3. Apple crumb and chocolate cream are the preferred flavors.

Also out for the holidays is the Jones Soda Dessert Pack, which includes five pie flavors: apple, banana cream, cherry, key lime, and blueberry. Sold exclusively at Target, the seasonal variety pack's sales are pegged to a fundraising effort for St. Jude Children's Research Hospital.



Peter van Stolk, Jones Soda president/CEO, said: "Unlike the traditional Jones Holiday Pack ["Beverage Category Afizz In Holiday Cheer," Nov. 17], these are really great-tasting sodas that have a true fresh-baked pie flavor."

The chocolates and soda join other pie-flavored products such as coffee, roasted nuts, ice cream, lip balm, and tea.

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