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Brand Extension: Who's The Reigning Champ?

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Brand Extension: Who's The Reigning Champ?

Bob W. | Mar 23, 2004 10:18 AM

The talk of mint kit-kats got me thinking about this.

I continue to be amazed at the different kinds of Milano cookies Pepperidge Farm keeps rolling out. There have to be at least ten different kinds now -- even before you get to the "mini Milanos."

Oreos are branching out but have a ways to go to catch Milanos.

The cereal companies have caught on to this as well. Why roll out a whole new product when you can just add some freeze-dried berries to an ancient, beloved favorite like Special K or Cheerios?

So, are Milanos the champ?

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