IHOP retails line of branded syrupsIHOP retails line of branded syrups

Lisa Jennings

IHOP has rolled out a line of bottled syrups that is now available in grocery and other retail stores across the country, the family-dining chain announced Tuesday.

The IHOP at HOME syrup line includes some of the brand’s most iconic flavors, including Original maple, as well as Rooty Tooty Fresh N’ Fruity in both strawberry and blueberry varieties. The line also includes Lite and Sugar Free versions, and is produced by Sorbee International LLC, a subsidiary of Werther Partners LLC.

The products are available now in Walmart stores nationwide, as well as at some regional retailers, such as Winn Dixie, Bi-Lo, Bashas and Fred’s, the company said.

The move marks a big step in the Glendale, Calif.-based company’s plan to build a consumer packaged goods, or CPG, platform, an increasingly common trend in the industry as restaurants look for ways to build brand awareness and develop ancillary revenue streams.

Tanya Valenzuela, spokeswoman for IHOP, said the products are not meant to substitute the IHOP restaurant experience. “Our products satisfy consumers’ cravings like no other,” she said. “The new syrups give consumers an additional way to enjoy a taste of IHOP in between visits, and it allows us to forge a deeper connection with our guests.”

The suggested retail price for the Original, Lite and Sugar Free varieties (24 oz bottle) is $3.99; the suggested retail price for the Rooty Tooty Fresh ‘N Fruity Strawberry and Rooty Tooty Fresh ‘N Fruity Blueberry varieties (12 oz bottle) is $2.99.

IHOP began launching branded retail products in 2010, beginning with a Rooty Tooty Fresh N’ Fruity flavored lip gloss and a toy version of the chain’s “never empty coffee pot.” Earlier this year, IHOP introduced a line of frozen meals, such as French Toast Stuffed Pastries, Griddle ‘n’ Sausage Wraps and Omelet Crispers.

Valenzuela, however, said IHOP has no current plans for additional retail products.

Other restaurant chains have had success with similar CPG platforms. For example, Jamba Inc., the Emeryville, Calif.-based parent to Jamba Juice, sells a home smoothie kit in grocery stores as well as other retail products. Jamba officials have projected the chain’s licensed consumer packaged goods revenue will almost triple to $3 million in 2012.

In addition, Starbucks is developing what the Seattle-based coffeehouse chain sees as several-billion-dollar businesses within its CPG channels, including the VIA Ready Brew instant coffee, as well as K Cups, and the recently acquired Evolution Fresh bottled juice products.

IHOP, otherwise known as the International House of Pancakes LLC, is a subsidiary of Glendale, Calif.-based DineEquity Inc. The family-dining chain includes 1,550 locations worldwide.

Watch a promotional video for the new syrup line

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Contact Lisa Jennings at [email protected].
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