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August 25, 2009

The Batter Blaster backstory




Faithful readers remember that Batter Blaster was one of the first reader reviews Dining@Large featured. L Cray tried the pancakes in a can and, amazingly, thought they were OK. Whole Foods started carrying them.

Now, as Paul Harvey used to say, here's the rest of the story. Thanks to Chowsearch for bringing it to my attention.

Posted by Elizabeth Large at 11:10 AM | | Comments (10)


I love it when some gutsy guy shows entrepeneurial spirit. Let's make a vow right now not to purchase Batter Banger, Batter Buster or any other rip-off product some mega-corporation comes up with. But Batter Blaster, yeah, pass me the syrup.

I spotted these in Wegmans last week, but my husband slapped my hand when I tried to put them in the cart!

I saw Batter Blaster in Safeway recently, but decided not to buy it until I've used the pancake mix that's already in my pantry.

Interesting article, I'll give it a try. Maybe I'm just naive, but I was most surprised by the supermarket "slotting." I had no idea the food manufacturers were paying the supermarket $40k for space on the shelves.

Richard, "slotting fees" have been around for at least 30 years. New food items are concocted all the time, but supermarkets aren't getting any bigger. If there's a single dairy aisle at your local market, you can bet that the new dairy product competition will be cutthroat. The budding food inventor will get nowhere without slotting fees, heavy use of coupons and other advertising, and other promotional devices.

hmpstd, I feel so....used! And all this time I thought I was choosing from only the best products the supermarket's buyers had selected just for me. Turns out I was just picking from what the highest bidder had. My trip to the Safeway will never be the same. Hmpf.

And $40,000 slotting is cheap!

Consumer Reports gave rave reviews in the July 2009 issue. The only complaint was the can claims it makes 28 4-inch pancakes and when CR tested with multiple cans, only got 19.

$15,000,000 later.....

Brightly coloured batters...oh, man, bad flashback! My sainted great aunt, who could not cook to save even a roach's soul, used to make bright green pancakes on St. Patrick's Day.

I had an appetite...

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About this blog
Richard Gorelick was appointed The Baltimore Sun's restaurant critic in September 2010. Before joining the paper staff fulltime, he contributed freelance criticism and features articles about food to area and regional publications. Along the way, he dispatched for short-distance trucking companies, shilled for cultural non-profits, and assisted in cognitive neurology research – never the subject, always the control.

He takes restaurants seriously but not himself, and his favorite restaurant is the one you love, too.

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