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Tigers 1B Miguel Cabrera Launching Candy Product Under Miggy Foods Brand

Tigers 1B Miguel Cabrera is launching Bitbits, the "first product under his Miami-based Miggy Foods brand," the new venture he organized in '16, according to Tyler Clifford of CRAIN'S DETROIT BUSINESS. Bitbits is a "sweet and crunchy bite-sized snack made of rice cereal covered in four flavors." Flavors include milk chocolate, strawberry cheesecake, white chocolate and a "crunchy peanut base covered in milk chocolate." Miggy Foods COO Chris Coello said that the candy will be sold "exclusively at Comerica Park before distribution to Michigan stores and later in Florida and across the country." Miggy Foods signed a multiyear deal with the Tigers which "includes advertisements on the outfield wall, in team dugouts and on the LED ribbon boards." Michigan-based Lipari Foods will "begin distributing Bitbits to various locations in the Detroit area" starting today (CRAINSDETROIT.com, 5/20). In Michigan, Evan Woodbery noted this is the "second eponymous business venture for Cabrera, who also recently launched a Miggy clothing line." Cabrera said that social media has "made it easier to reach fans and potential buyers instantly." Cabrera: "Right now, it's easier to open a company, because you don't have to go to the TV to do a commercial. It's easier to market your product" (MLIVE.com, 5/19). In Detroit, Jeff Seidel noted the candy has "been in development for three years." This is all part of Cabrera's "exit strategy from his playing days, which he envisions including a mix of business with a front-office gig." Meanwhile, Friday's news conference to announce Miggy’s candy was "one of the most unusual ever held at Comerica Park." There were models "wearing cardboard crowns handing out bags of candy and a mascot that looked like a Triple Crown" (DETROIT FREE PRESS, 5/20).


SWEET TOOTH: In Michigan, Matthew Mowery reported getting into the food business was the idea of Miggy Foods Chair Daniel Satine, who "brought it to Cabrera two years ago." Coello said, "It’s a very attractive market. There haven’t been a lot of new entrants into the mass market. There’s been a lot of high-end, boutique items coming out on the market, but there hasn’t been a real challenger to a Mars or a Hershey’s in a long time." He added, "Very soon, we’re going to national distribution. We’re going to go in to CVS, Kroger, Meijer, so it’s going to be available at all the major chains, spreading out from Michigan and Florida over the course of the next six to nine months. ... At this point, we’re looking at other countries in South America and the Caribbean, as well as Central America. Eventually, we do want to branch out world wide" (OAKLAND PRESS, 5/20). Cabrera said of his new candy, “It's a family business. A friend of mine, one of my best friends, (brought) me the idea. I tried the chocolate and I said, ‘I like it. Why don't we make a candy and why don’t we start a company?’ We got like three years with this project. Finally, we can show it off right now to the people and hopefully the kids like it. It's fun for everyone. I like to have fun. We do it and we like it. That's the most important thing” (“Baseball Tonight,” ESPN, 5/21).

I'VE SEEN THIS BEFORE: ESPN’s Cari Champion said Bitbits are the same thing as Whoppers candies. ESPN’s David Lloyd asked, “Are you saying he’s ripping off Whoppers?” Champion: “Yes, those are Whoppers”(“SportsCenter,” ESPN, 5/22).

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