The popularity of two hazelnut products introduced earlier this year has encouraged Au Bon Pain to add new hazelnut items to the menu again in January 2008. The Hazelnut Fudge Cookie and Hazelnut Crème Pastry will soon launch in 120 company-owned cafes.

Promotional efforts will start the week of January 7 in Boston, New York, Philadelphia, Washington D.C. and Chicago. Additional promotions will take place through the Au Bon Pain Web site and E-mail Marketing Club, as well as promotional pieces in the stores.

The promotion will run through March 2008 and aims to give consumers new products that pair well with thier hazelnut coffee. It will be similar to the 2007 promotion, which stemmed from research showing that 75 percent of Americans who have tried hazelnut coffee are likely to try a hazelnut pastry.

“The two categories, bakery and coffee, go so well together,” said David Nace, Marketing Director for Au Bon Pain. “They are just natural partners.”

The two products launched in 2007 were the Hazelnut Dream Cookie and the Hazelnut Mocha Brownie. Both items remain on the menu due to their popularity and sales, even after Au Bon Pain trimmed down offerings in those lines.

Au Bon Pain is currently developing additional hazelnut products to release after March 2008. Though several concepts are in the works, including a hazelnut salad dressing, no firm decisions have been made at this point in time.

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