STEWART'S USES COUPONS, DEMOS TO PUSH COFFEE LINE

PAT NATSCHKE LENIUS

CHICAGO -- Stewart's Private Blend Foods here is combining in-store demonstrations and high-value coupons to support the introduction of its gourmet coffee flavorings and increase brand awareness of its Limited Reserve coffee line, which was introduced about a year ago.

From mid-April to early May, Stewart's arranged for one-day in-store demonstrations of both product lines in 11 supermarkets in the Chicago market area operated by five local independents, according to Dave Petersen, director of regional retail sales.

In addition to being offered a taste sample of the coffee and gourmet flavoring, during the demo consumers received a coupon good for either a free jar of Limited Reserve coffee or a free bottle of one of the gourmet flavorings -- a $4 value -- with the purchase of one jar of the Limited Reserve coffee. "These are the first live demos we are conducting for these products. We will probably offer a couple of different French roast varieties of the coffee and maybe four to five flavors of the gourmet flavoring. We want to give the consumer the incentive to try the product if she has not done so before," he said.

Contacted shortly after the demos began, Petersen said the demos to date had been very successful.

Stewart's Limited Reserve coffee line was introduced last June. It is available in the Chicago market area, at Dierbergs Markets in St. Louis and at selected retail outlets in Michigan and Wisconsin, Petersen said.

Gourmet specialty coffee sales have more than tripled in the past six years, and by 1996 should account for 30% of the total coffee market, Stewart's said in a fact sheet about its coffee.