The handheld Vitamix Blender category should pick up this year right where it left off in 1990, together with sales soaring, asAmerican consumers keep their love affair with diet drinks and since the info-mercial campaigns continue to broadcast.

Even Though the Amount of new products in the January housewares show Might Not Be dramatic, with several Manufacturersanticipated to exhibit new handheld Vitamix blender lines later in the year, the group is still sizzling hot, based on industryleaders contacted by HFD.

Moreover, the slowing economy is not anticipated to gallop The surge in sales, as producers reported plans to continuebroadcasting competitive marketing campaigns to spur even more attention in the small appliance category.

Most sellers said they experienced short supply in 1990, but They expect to be caught up to the first quarter 1991. "There hasbeen a shortage this fall," said Dennis Rodney, vice president of sales at Moulinex, which markets two hand Vitamix blenders."None of those suppliers could meet the entire demand." Braun has a strong position in the class, while others are coming on strong.

Rival packages its unit using an individual-sizeserving of Ultra Slim Fast plus a cents off coupon for Ultra Slim Fast. Others marketing hand Vitamix Blenders include Global Marketing, Waring and Hamilton Beach/Proctor-Silex Inc..

Cuisinarts Inc. isthe latest newcomer to the business and hopes to leverage its brand name to make sales at the top end of the business.

The unitcould be promoted at $49.95, based on Cuisinarts. "Sales of hand Vitamix Blenders this year were up dramatically versus last year and we see the group continuing to succeed in1991," explained Bob Cronon, advertising director, Braun.

"We're planning to launch another hand Vitamix blender, but maybe notbefore the second half of the year. It is going to most likely be at the high end of this current market, but all of the detailshaven't been finalized yet."

"We think the strength of the category is due to three Variables: the success of our commercial campaigns; the impact of all theinfo-mercials that have come out in the previous year; and the impact of this diet beverage tie-ins," he added.