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CONCESSIONS<br />
TRENDS<br />
COOKIE CONVERGENCE<br />
Mrs. Fields Enters<br />
the Cinema Channel<br />
by Larry Etter, Concessions Editor<br />
<strong>Film</strong> <strong>Journal</strong> International always<br />
tries to acquaint its readers<br />
with the latest trends in the<br />
industry. This month, we would like<br />
to introduce Mrs. Fields, the queen of<br />
cookies. This notable brand has been<br />
in the retail sector for quite some<br />
time. Now, through the efforts of Taste<br />
of Nature, this delicious concoction of<br />
morsels of chocolate chips and sugary batter<br />
will now be available in mass distribution to<br />
concessionaires across the United States.<br />
I’ll eat one cookie, not a whole box of cookies. But<br />
I still eat the one cookie…sometimes two, or even three. But<br />
not the whole box.—Kate Winslet<br />
Everyone loves cookies! While theatres have the<br />
core segments of soda, popcorn and candy, cookies<br />
are a universal delight when it comes to snacks while<br />
watching movies. Not only do cookies carry a sweet<br />
taste to the mouth, they offer the aroma of freshness and<br />
are warm to the touch. The secret is how to create that<br />
consistency in every cookie baked. Mrs. Fields Cookies<br />
have made that practice a part of their success story.<br />
As theatres grapple with ways to reinvent the<br />
theatre experience, cookies warm and rich in flavor<br />
could become a delectable alternative to the common<br />
selections offered. Mrs. Fields offers those attributes.<br />
Regarded as shelf-stable, individually wrapped for<br />
guaranteed freshness, these can be prepared either at<br />
room temperature or warmed to 110 degrees for that<br />
“down home” impression.<br />
PR Newswire first announced the partnership<br />
between Famous Brand International, the parent<br />
company of Mrs. Fields Cookies, and Taste of Nature,<br />
Inc., a cinema confection broker, in a press release<br />
dated August 28, 2017. Effective January <strong>2018</strong>, Mrs.<br />
Fields Cookies are now available through Taste of<br />
Nature.<br />
Taste of Nature takes on the responsibility for<br />
the manufacturing, sales and distribution of Mrs.<br />
Fields Cookies. The cookies are pre-packaged and<br />
are available in Everyday Chocolate Chip and seasonal<br />
varieties to all cinema circuits across the domestic<br />
markets. Through its partnership with Taste of Nature,<br />
Mrs. Fields is positioned to extend is growth in sales<br />
with the addition of the exhibition channel.<br />
Dustin Lyman, chief executive officer of Famous<br />
Brands, states, “We are delighted to partner with<br />
Taste of Nature in this exciting phase in our company’s<br />
growth. We are confident this collaboration with Taste<br />
of Nature, Inc. will help Mrs. Fields reach an expanded<br />
retailer customer base and we look forward to working<br />
with a proven industry leader with a 25-year track<br />
record of success.”<br />
So what does this mean for Taste of Nature? Scott<br />
Samet, co-president of Taste of Nature, states that Mrs.<br />
Fields extends the Taste of Nature<br />
portfolio with “true diversification.”<br />
While Taste of Nature is known for<br />
its Cookie Dough Bites brand,<br />
Mrs. Fields Cookies enhances the<br />
collection within the company.<br />
Samet adds, “This is absolutely a<br />
terrific fit with Cookie Dough Bites.<br />
This brand allows us to extend the<br />
items we sell within the cinema<br />
channel and creates more space<br />
for us in the retail outlets. Cookie<br />
Dough Bites lovers have been enjoying<br />
our products for over 20 years! Creating<br />
a baked cookie that helps tie the two together seems<br />
like a natural fit and next step for the company.” And<br />
combining Cookie Dough Bites and Mrs. Fields Cookies<br />
brings more visibility to the cookie concept at the<br />
counter point of sale.<br />
Patrick Micalizzi, assistant VP, food and beverage, at<br />
National Amusements/Showcase Cinemas, offers his view<br />
on this new supplement to concession options. “The<br />
addition of Mrs. Fields Cookies to our 1-2-3 Go Box<br />
kids’ pack provides another great snacking option for<br />
our young guests. We are thrilled to partner with Taste<br />
of Nature as their first cinema concessions operator to<br />
offer this delicious treat as part of our everyday lineup.”<br />
Samet notes that the rollout will continue through<br />
the year and expand to the international market as well,<br />
since Mrs. Fields already has multiple stores abroad.<br />
“Our initial intent is to market the cookies internally—<br />
within the theatre lobby spaces with digital content and<br />
P.O.S. materials,” reports Samet. “We will focus on<br />
lobby exposure first.”<br />
Another means of extending the marketing of the<br />
product is through kids’ packs. Samet says that the 1-oz.<br />
size package will be offered to complement kids’ packs<br />
in theatres. “Hopefully, this prominence will precipitate<br />
adult awareness that Mrs. Fields are available in the<br />
larger sizes as well,” Samet observes.<br />
Congratulations to Taste of Nature on bringing the<br />
best of the best in the cookie line to cinemas.<br />
Larry Etter is senior vice president at Malco Theatres<br />
and director of education at the National Association<br />
of Concessionaires.<br />
12 FILMJOURNAL.COM / MARCH <strong>2018</strong><br />
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2/12/18 3:13 PM
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