Hit or Miss? Tofu toppings, soy milk and more

It takes a lot for a food product to succeed. In fact, out of more than 30,000 new food items that were introduced in 2003, less than 5 percent were hits. (And less than 10 percent of all new products are still on supermarket shelves three years after they launch.) To help you avoid spending money on the likely failures, here are this week’s Hits and Misses.

HITS
What You Do With Tofu!
More of us are eating tofu these days for a variety of reasons — mostly because of the highly touted health benefits. According to the SoyFoods Association, tofu sales have more than doubled since 1992, to $250 million in sales in 2002. But let’s get real — tofu can be boring! Finally, a company that hit on a great idea: delicious sauces for tofu that are certified organic (that means no high fructose corn syrup allowed!) and all-natural. Flavors are Smoky Chipotle, Spicy Peanut, Orange Hoisin and Ginger Teriyaki. You can also use them to add flavor to meat, poultry, seafood, rice and vegetables. Retails for $4.79 for 8 fluid ounces.
www.whatyoudowithtofu.com

Fuze Mega Energy
Do we really need another Red Bull-inspired energy drink? In this case, the answer is yes. Fuze Mega comes in a large can and contains L-carnitine; folic acid; vitamins C, B6, and B12; ginseng; and taurine. Best of all, it tastes good (unlike most energy drinks), coming in a mango-passion fruit flavor that reminds one of a good orange soda. (It’s actually mostly apple juice.) Another benefit: They left out the high fructose corn syrup; however, it’s a big can, and drinking the whole thing means 200 calories. Retails for $1.99 for a 16-ounce can.
www.fuzebev.com

CONSUMER-NOMINATED HITS
Soy Silk Very Vanilla
Here's what Kathleen O. from Scranton, Pa., had to say about this product: "My daughter has a dairy allergy and drinks only soy milk. She doesn't like the natural flavor…. We tried the Soy Silk Very Vanilla when it came out. She loved it. I buy a half gallon a week as a treat or when I have a coupon, as it's more expensive than the store brand." Retail price is $3.29 for a half gallon. Thanks, Kathleen! Your SupermarketGuru tote bag is on the way.
www.silkissoy.com

SPECIAL COVERAGE News on nutrition, tastes and trends

Fresh Gourmet Croutons
Here's what Beth M. from Muncy, Pa., had to say about this product: "I eat them right out of the bag. These are not so hard they break your teeth, but light and airy with a perfect level of seasoning. Best of all, they come in so many varieties, including organic. I recommend the fat-free parmesan ranch!" Retails for about $2.49. Thanks, Beth! Your SupermarketGuru tote bag is on the way. www.freshgourmet.com

Only on TODAY.MSNBC.com! Food Editor Phil Lempert brings you the latest news and advice about shopping and cooking. LAST WEEK: Start your day with down-home soul food GO TO ALL FOOD WEDNESDAY COLUMNS

MISS
Heinz Limited Celebrity Edition Ketchup
Remember green ketchup? Heinz was looking for a way to boost sales, and they actually did it. But, then they marketed purple ketchup and mystery ketchup, and things didn’t go so well. And now comes celebrity ketchup, another of those attempts to boost sales without actually improving the product. The line includes ketchup quotes from celebrities Lindsay Lohan, William Shatner, Mia Hamm and Terry Bradshaw. And although some consumers who are fans of these celebrities may like the idea, it’s really only a celebrity name on the label. (There isn’t even a picture of the celebrity!) Here’s a suggestion: How about using the money you are paying the celebrities to create an organic ketchup? Suggested retail price is $1.59 for 24 ounces and $2.39 for 36 ounces.
www.Heinz.com

Phil Lempert is food editor of the “Today” show. He welcomes questions and comments — as well as nominations for “hits” and “misses” in this column — which can be sent to phil.lempert@nbc.com. If he selects your nomination for publication, he’ll send you a SupermarketGuru.com Tote Bag! You can also visit his Web site at www.supermarketguru.com.

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