Ever try emptying enough Equal packets to make one cup of sugar for a cookie recipe? Try no more, Equal has introduced Equal 4 oz. Spoonful, a cup-for-cup sugar substitute that can be used in cooking and baking.
The move is expected to increase household penetration and brand loyalty, the company said.
Promotion campaigns began with sampling — March through April — at malls and events in select markets where consumers could sample cheesecake made with the product. Planning for other events is underway. FSI’s dropped nationally April 13 with a $2 off coupon, Kelley Shannon, brand manager of new products for Equal, said yesterday.
“We have had some early results and consumers have given us great feedback,” she said.
The design includes an ergonomic, easy-grip shape for pouring and a re-sealable top for convenient storage. Equal markets a smaller two-ounce Spoonful product.
The launch of Equal 4 oz. Spoonful is part of a larger national $15 million brand advertising campaign that began Jan. 1.
Print and TV ads broke April 1.
Wolf Group handles the ads. FFWD handled the spring sampling promotion, however Equal is in the process of looking for a new promotions’ agency.
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