Soups on, with new look

Gluten-free gnocchi, gluten-free beer, gluten-free soup: The dietary options for America’s estimated 2 million sufferers of celiac disease might soon rival their numbers, though food producers are uncertain if gluten-free is a fad or a trend.

Kettle Cuisine redesigned its logo to help present a more upscale look for its growing line of gluten-free soups. New products catering to celiac disease sufferers are booming.

Jerry Safir wonders, too, but that didn’t deter him from adding five more gluten-free selections to his retail line of Kettle Cuisine all-natural soups. The minimally processed frozen goods now include 10 varieties. Several also are dairy-free and vegetarian.

The market rollout comes with a redesigned logo the Chelsea, MA company hopes will strengthen its retail image, though the bigger objective is to set Kettle Cuisine apart from new competitors in the business-to-business market. Prepared meals that appear to be freshly made are supermarket sales stars, and Safir’s 23-year-old company is the biggest supplier in the Northeast. (Campbell Soup’s StockPot division in Everett, WA dominates Western markets.) Kettle Cuisine’s logo was being co-opted, and the problem was most noticeable to management at trade shows. Just as packaged goods manufacturers have fewer than two seconds to make an impression as shoppers pass the shelf, foodservice suppliers have little time to catch buyers’ eyes at trade shows.

“People weren’t reading the words in our old logo,” Safir acknowledges. “It hit home when we introduced gluten-free soups to the trade.”

Safir’s daughter is on a gluten-free diet, and that shaped the frozen line when it was introduced a few years ago. The same cook-chill process is used, but instead of hot filling 4- and 8-lb. pouches, single-serve plastic bowls are filled and placed in corrugated boxes. Brittleness brought on by freezing remains a breakage issue, he says. 

Did you enjoy this article? Click here to subscribe to Food Engineering Magazine.

You must login or register in order to post a comment.



Image Galleries

Food Engineering's Food Automation & Manufacturing Conference and Expo 2015

Images from Food Engineering's Food Automation & Manufacturing Conference and Expo in Clearwater Beach, Florida, April 12-15, 2015. The event brought food and beverage processors and suppliers together to gain valuable information on the latest trends and technologies in manufacturing, automation, sustainability and food safety.


Burns & McDonnell project manager RJ Hope and senior project engineer Justin Hamilton discuss the distinctions between Food Safety and Food Defense as well as the implications for food manufacturers of the Food Safety Modernization Act.
More Podcasts

Food Engineering

Food Engineering May 2015 Cover

2015 May

The May 2015 issue of Food Engineering explores effective tools for hitting manufacturing targets. Also, read how processors are looking for faster ways to detect harmful pathogens in food and beverages without sacrificing accuracy or reliability.

Table Of Contents Subscribe

Plant Facility/Site Issues

What issue about your current plant facility/site keeps you up the most at night?
View Results Poll Archive


Food Authentication Using Bioorganic Molecules

This text provides critical tools and data needed to augment routine food analysis and enhance food safety by aiding in the detection of counterfeit, and potentially deleterious, foods.

More Products

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.


FE recent tweets

facebook_40.pngtwitter_40px.pngyoutube_40px.png linkedin_40px.pngGoogle +

Food Master

Food Engineering Food Master 2015Food Master 2015 is now available!

Where the buying process begins in the food and beverage manufacturing market. 

Visit to learn more.