DIXIE IS PREPARING TO DISH OUT SEMI-PERMANENT PLATES, BOWLS

STEPHANIE FAGNANI

CHICAGO -- Dixie is attempting to spearhead a new Center-Store category for paper-aisle wares called semi-permanent with the January release of its new disposable tableware. Called Rinse & ReUse Disposable Stoneware, the products include 20-ounce bowls, 9-inch and 11-inch plates and an 11-inch compartment plate.

A major marketing-support program featuring coupons will precede the product rollout, and U.S. supermarkets will begin carrying the plates in January, according to Francis Florido, president of North American consumer products for Fort James, here, manufacturer of the Dixie brand.

Dixie created the stoneware based on statistics that show about 80% of the American population prefers to eat at home but doesn't like to do dishes.

"Disposables are not just for picnics anymore. It's become a $2 billion business," Florido said.

According to Dixie, the plates hold up to 7.5 pounds of food and are microwaveable, as well as dishwasher-safe. Suggested retail price is $1.99 per four-piece package.