Wednesday, April 1, 2009

FOR IMMEDIATE RELEASE

April 1, 2009

Contact: Rachel Tracy

rachelt@olsoncom.com

Olson Communications

312-280-4573

April 1, 2009 ? There?s a reason they call it comfort food. In this time of uncertainty, Americans are continuing the tradition of eating foods like macaroni and cheese, mashed potatoes and meatloaf for both familiarity and taste reasons, according to research from the Culinary Visions Panel? of Olson Communications in Chicago.

As the attached press release shows, comfort food is one mind of both consumers and chefs ? albeit in different ways for each segment. Among the findings of the recent survey:

? When asked how they determine a comfort food, two-thirds of consumers said that they want foods that make them ?feel good emotionally.?

? Consumers reported that they reach for comfort foods on a regular basis: A majority of consumers said they eat comfort foods for breakfast, lunch or dinner one to three times a week.

? Consumers and chefs also have a bit different take on what types of items can be deemed comfort foods. For example, while 91.5% of chefs classify mac-and-cheese as a comfort food, 37.7% of consumers include mac-and-cheese as a comfort food that they crave. In contrast, although about a third (33.9%) of chefs describe ice cream as a comfort food, 65% of consumers cite ice cream as a comfort food.

? There are demographic differences among consumers. Only 10% of younger consumers (18-25), for instance, identified meatloaf as a comfort food, compared to a third of 43-61-year-olds.

In addition to the press release, we?ve attached some graphics for your consideration. Feel free to reproduce the charts in your publication, if they are attributed to the Culinary Visions? panel of Olson Communications.

As longtime food communicators ourselves, we believe the research underscores Americans? longtime love affair of comfort foods, especially in challenging times. The feedback from culinary professionals and consumers also shows that even now, there are inevitably modern twists to the story.

Since 1988 Olson Communications has specialized in offering personalized, uniquely crafted marketing communication strategies for food business clients based in the United States and abroad. The agency?s business strategy of remaining small while exceeding the range and depth of service typical of larger food marketing agencies has earned Olson Communications international recognition.

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