DineEquity Inc. is hoping to sweeten its business with some Rooty Tooty Fresh ‘N Fruity goodness. The Glendale-based company, which owns and operates IHOP and Applebee’s restaurant chains, launched an IHOP branded syrup line late last month, marking another move into the consumer goods market. The IHOP at HOME line brings some of the restaurant chain’s most popular syrup flavors— including Rooty Tooty Fresh ‘N Fruity Strawberry, and Rooty Tooty Fresh ‘N Fruity Blueberry, Original and Sugar-free and Lite versions — into the hands of consumers. The five-item line is now available on the shelves of retailers, mass merchandisers and grocery outlets, making IHOP the first national restaurant brand to bring a full line of syrups to grocery shelves, company officials said. The debut marks another phase in the company’s strategy to increase consumer awareness of the IHOP brand, said Natalia Franco, IHOP’s senior vice president of marketing in a prepared statement. “The best way to experience IHOP is at one of our restaurants,” Franco said. “With our new IHOP at HOME Syrups, we’re bringing our unique flavors to guests who wish to enjoy the IHOP experience in between their visits to our restaurants.” The company’s consumer product push has steadily picked up steam over the past two years, beginning with a line of branded flavored lip glosses in 2010 and a line of toy coffee pots for children. Last year, IHOP launched a frozen food line which included breakfast products such as French Toast Stuffed Pastries, Griddle ‘n Sausage Wraps and Omelet Crispers. — Angela Melero
IHOP Syrup Available at Retail Stores
