CELENTANO ADDS 'VEGAN' RECIPES

BOB BAUER

VERONA, N.J. -- Celentano here has developed "vegan" recipes for its Vegetarian Selects line introduced last year.

"We're making a conscious effort to meet the demands of all natural-foods eaters, including strict vegans," said Domenick Celentano Jr., vice president. The Vegetarian Selects line features lasagna primavera, stuffed shells Florentine, eggplant rollettes and manicotti Florentine. All carry a suggested retail price of $3.49.

Celentano said the products are being offered in natural foods outlets, as well as supermarkets with natural foods sections. A commitment to such products is a must for retailers carrying these and other natural foods products, he stated.

"Natural foods is one of these areas that's a niche area," he said. "It's not going to be in the top 100. It's not going to have 50% of the customers walking in, 20% of the customers buying it. It's going to be a boutique area. So you've got a have the right mindset."

Huge coffin cases with 4-foot sections for natural foods won't work, he said.

"Part of it is that the supermarket has to make it known to its customers that now they have this section or these sections. They've got to make some promotional efforts to tell people why they should shop these sections of the supermarket."

Celentano produces more than 40 frozen Italian food items. All ingredients are listed and pictured on the front of the product boxes.