Heavyweights

Season 2 Episode 7

The Cookie Monsters

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Aired Monday 8:30 PM Jun 09, 2008 on Food Network
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Episode Summary

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The Cookie Monsters
AIRED:
A look at how cookie companies formed when local bakeries needed to distribute outside their regions. Focusing on the number one and two corporations, Nabisco and Keebler, this episode looks at their struggles for dominance, different marketing strategies, packaging coups, and their responses to America's diet fixation.moreless

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    • TRIVIA (0)

    • QUOTES (3)

      • Matt Lewis: I feel like people don't distinguish between what's Nabisco and what's Keebler; I think they just want a really good cookie.

      • Andrea Strong: (of Nabisco's 100 Calorie Packs) That was brilliant, because people see a hundred calories and they take off the one, and they just think that it has zero calories.

      • Stephanie Thompson: (regarding the early Keebler days) Nabisco vs. Keebler. There was just something about the Keebler marketing; they didn't have fancy ad campaigns, and great looking packaging. They didn't have the pricing ability that Nabisco had, and the deep pockets to really spend a lot on fancy marketing.

    • NOTES (1)

      • Also Featured:

        > Mitzi Miller – Author/Trend Watcher
        > Joy Santlofer – Adjunct Faculty, Department of Nutrition, Food Studies & Public Health, New York University
        > Stephanie Thompson – Advertising Reporter
        > Andrea Strong – Writer/Creator, the Strongbuzz.com
        > Renato Poliafito – Co-owner, Baked
        > Matt Lewis – Co-owner, Baked
        > Kara Zuaro – Author, I Like Food, Food Tastes Good
        > Chris Santos – Executive Chef and Owner, Stanton Social Restaurant

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