CHICAGO — At least two exhibitors at the International Housewares Show have broken out of the crowded plastics housewares pack by molding under private label agreements and licensing well-known brand names like Farberware and Betty Crocker.
Frye International Corp., an injection molding company in Longview, Texas, is trying both strategies. Eagle Affiliates Inc. of Harrison, N.J., announced that Eagle has licensed the Betty Crocker name for nearly all of Eagle's food storage containers.
``We all want to get more shelf space, and having a brand that is more credible with the consumer makes it more credible to the buyer,'' said Bud Frye, president of Frye International. ``Certainly, Betty Crocker and Farberware are credible names.''
Under a 3-year-old licensing agreement with Farberware Inc., Frye molds and distributes Farberware food storage products and other items. Consumers know the brand name for stainless steel cookware.
The deal ``immediately opened doors'' at retailers, the molder said at the International Housewares Show. ``If you've got a Farberware brand, then they can listen because they're already selling Farberware products.''
More recently, Frye tried private labeling. Lifetime Hoan Corp. of Westbury, N.Y., includes a polypropylene bagel slicer, molded by Frye International, with its bread knives.
In another private labeling agreement, Frye said he approached Welbilt of Great Neck, N.Y., about putting his company's plastic bread savers in with Welbilt's electric knives. Frye International now receives the knives, packs them together with the plastic bread canisters, and ships the final product to Welbilt.
Steve Reynolds, product associate for Eagle Affiliates, said Eagle will use packaging identifying for nearly all its food containers as Betty Crocker products. Eagle is discontinuing its Superseal name for the containers, although the company will continue to export Superseal products to a few countries where the Betty Crocker name is not well-known, Reynolds said after the Housewares Show.
Eagle, which does its own injection molding, also will replace many of its clear lids with a hunter green color. Eagle took out full-page ads in housewares trade magazines touting its deal with Betty Crocker. Eagle signed the agreement with General Mills Inc. of Minneapolis.