*Nabisco Launches First E-Commerce VentureNabisco Inc. later this month will debut its first e-commerce effort through NabiscoGifts.com, a site that offers the package goods marketer's array of product in all-occasion gift baskets.
Built hosted and managed by Digital River, Minneapolis, the site will be Nabisco's fifth online venture after flagship Nabisco.com, Candystand.com, NabiscoWorld.com and NabiscoRecipes.com.
NabiscoGifts.com is the only site out of Nabisco online properties that will sell online. Offerings include gift baskets comprising snacks and confections like Life Savers candy, Ritz crackers, Oreo cookies and Planters nuts.
Wayne Shurts, vice president of e-commerce at Nabisco, Parsippany, NJ, said this effort is not aimed to take business away from the marketer's retail channel.
"From us you cannot buy any product that you can buy in a retail store," Shurts said. "They're all unique gift baskets that are only available online and we think the Nabisco products are a fit with the gifting market. Lots of people send flowers. We actually believe that gift baskets made up of Nabisco products is a lot more exciting."