What's new at the supermarket

March 24, 1997


Staff Writer

Diapers with absorbent gel, a laundry sheet that washes, softens and prevents static and a liquid soap that you can use both for your dishes and your hands - these are some of the products you'll be seeing on grocery shelves this year.

The products were shown last week during SuperValu's selling show at Ramada Inn Convention Center. More than 125 manufacturers had products to show and sell to area independent retail grocers for the spring and early summer seasons.

Some of the new products included:

- XCLA!M laundry sheets provide a neat way to do your laundry. The sheets contain detergent, brightener, fabric softener and static reducer, according to broker Charles Rishel. The sheets accompany your laundry through the entire process - from washer to dryer. Suggested retail price is $8.99 for a box of 50 sheets.


- Outrageous Orange Citrus Cleaner/Degreaser is billed as people, plant and animal friendly. The organic multipurpose cleaner also removes mildew and neutralizes odors without leaving a film or residue. A 22-ounce spray bottle retails for $2.49 to $2.69.

- Murphy is a name that's long been associated with cleaning wood and wooden floors. Murphy Oil Soap, the thick gold-colored liquid, is diluted with water and put to work. A new product, Murphy Wood Floor Cleaner, comes in a squirt bottle, ready to use - full strength - on wood floors and almost any other surface in the home.

- Speedway is a new line of six products for keeping your car clean. Endorsed by champion driver Mario Andretti, the products come in 22-ounce spray bottles. They are designed to clean auto glass, whitewall tires, upholstery and wheels. The line also includes an all-purpose cleaner and a degreaser for engines. The suggested retail price is $1.99.

- Huggies Overnites disposable diapers contain an absorbent gel that's not in other Huggies. A regular diaper is designed to last about four hours and hold eight ounces of urine. Huggies Overnites have an eight-hour, 12- to 15-ounce capacity. The diapers are available in the Huggies Step 3 - 16- to 28-pound - and Step 4 - 22- to 37-pound sizes. Suggested retail price is $6.99 for 24 Step 3-sized diapers or 20 Step 4.

- Proctor and Gamble has a new version of Joy dishwashing liquid. It's anti-bacterial. The concentrated liquid also can be used for washing hands. It retails for $1.09 to $1.39.

- Hormel's new Turkey Pepperoni contains 70 percent less fat than its regular pepperoni. A one-ounce serving - about 17 slices - contains 80 calories and 4 grams of fat. This compares to 135 calories and 12 grams of fat in the traditional beef and pork product. A six-ounce package has a suggested retail price of $2.49.

- Starburst, the fruit-flavored chewy squares made by M&M Mars, has stretched its name to include new Fruit Twists. The strips of fruity, chewy licorice-like candy come in orange, strawberry, lemon and cherry flavors. They are made with fruit juice and are fat free.

- Old El Paso Tortilla Stuffers are saucy meat fillings for taco shells or tortillas. They come in three versions - Beef, Chicken and Beef and Bean. The jar holds about seven microwaveable servings and sells for about $2.89.

- Campbell's new V-8 Splash Tropical Carrot drink is a bright, fruity alternative to the traditional vegetable beverage. It contains carrot juice in combination with tropical fruit juices and provides 100 percent of the recommended amounts of vitamins A and C. V-8 in its original form still is available, and Campbell's also has come up with reduced sodium and sodium-free versions.

- Nancy's Pies Inc. has a variety of taste-tempting treats that are made with no added sugar. Nancy's makes blueberry, apple walnut and banana nut cakes that sell for about $3.99 to $4.99. Chewy homemade-tasting cookies come in oatmeal-raisin, chocolate-chocolate chip, peanut butter, chocolate chip and sugar.

- The five-pound plastic pack of ready-to-heat-and-eat frozen mashed potatoes at the Simplot booth is not available for retail purchase, but it represents the fastest growing segment in retail food marketing, according to Ladd Parsons, a Simplot food service broker. That is the "meal to go "or "home replacement meal market" - the salad bar and beyond - that is becoming a presence in an increasing number of supermarkets across the country.

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