In an unusual example of cross-branding, a new line of frozen foods is taking its name from the venerable “Joy of Cooking” cookbook. On the 75th anniversary of Irma Rombauer’s classic, publisher Simon & Schuster has licensed the “Joy of Cooking” name to Bellisio Foods, Duluth, Minn., producer of Michelina’s and other frozen food brands. The product categories, which include entrees, side dishes, vegetables and breads, are identified by color-coded bars and wording. The graphics, designed by brand consultantCBX, feature white backgrounds with the distinctive white-on-red Joy of Cooking circle logo. Side panels include recipes to allow consumers to customize the dishes, playing off the cookbook theme. Test marketing of 22 items is under way nationwide, with more items planned for testing this month.
