Nestlé Readies Spa Cuisine

Nestlé USA will launch a new line of frozen entrees in December under the name Spa Cuisine.

The new brand is an extension of Nestlé's Lean Cuisine line. Eight varieties serve up whole grains (brown or wild rice, or whole-wheat pasta) for fiber, lean protein and "healthful servings of unusual vegetable combinations," per Nestlé. Each has fewer than 300 calories and three to five grams of whole grains, and sells for $2.79.

Nestlé reportedly will back the launch with a $16 million TV and print campaign breaking in March via Euro RSCG, New York City. Nestlé spent $33.5 million on measured advertising for Lean Cuisine in 2003 and $22.8 million for first-half 2004, per TNS Media Intelligence/CMR.

Lean Cuisine needs a boost: sales have fallen 2.6% to $776 million for 52 weeks ended Oct. 3, per Information Resources, Inc.

Meanwhile, Lean Cuisine has partnered with the Susan G. Komen Breast Cancer Foundation for an on-pack/online promotion offering an insulated lunch bag for $9.25 (including shipping and handling). Nestlé donates $5 to the Komen Foundation for each bag sold. Trading Spaces decorator Laurie Smith designed the bag, which is sized to hold a Lean Cuisine package. Nestlé also donates 10 cents to the Komen Foundation (up to $150,000) for every package with a pink-ribbon logo that's sold through yearend.