Egg roll king to return

November 30, 1992|By Knight-Ridder News Service

CHICAGO -- The man who brought Chun King frozen egg roll to supermarkets nearly four decades ago will soon reintroduce a spicier version.

At 74, Jeno Paulucci is headed back to his entrepreneurial past, with his Yu Sing line of Oriental foods being launched with egg rolls next year.

New players have surfaced in Oriental foods, with brands such as Lean Cuisine, Budget Gourmet and Healthy Choice taking a bite of that market.

None of them was around when Mr. Paulucci sold his Chun King operation to the old R. J. Reynolds Tobacco Co. in 1966 for $63 million.

Such competition doesn't bother Mr. Paulucci. "We won't just come out with an ordinary egg roll."

The egg roll flavors Mr. Paulucci is brainstorming include barbecue beef, sweet-and-sour pork and Szechwan chicken.

For the record, frozen egg rolls are about a $60 million business, with total Oriental foods in supermarket freezers another $103 million, according to Nielsen Marketing Research.

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