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Article Excerpt
When you're a private-label food process or, you're pretty much stuck with trying to follow in the footsteps of the big players, right?
Don't tell that to Gene Welka.
The chairman and CEO of Frozen Specialties Inc. acknowledges that the bulk of the revenues for his Archbold, Ohio-based company come from private-label single-serve pizza. But FSI is striking out in new directions, introducing products that retailers simply can't get anywhere else.
"Our core purpose is to be a preferred supplier of store-brand frozen fun foods," Welka says. "We're not only meeting but, in many cases, beating the quality of the products offered by the national brands. We're now embarking on a big change, coming out with products before there's a national brand equivalent."
FSI took the first step in that direction in 1997, when it bought Matlaw's Food Products, a West Haven, Conn.-based maker of stuffed clams and enrobed snacks. That soon led to FSI's introduction of Pizza Bites, a line of pizza-based enrobed snacks -- a segment in which FSI now claims to be the private label leader.
"We got the formula right and made a lot of changes to knock off Totino's [pizza rolls], and we now are the sole supplier of [private label] pizza snacks, selling at a rate of...
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