It takes a lot for a food product to succeed. In fact, out of more than 30,000 new food items that were introduced in 2003, less than 5 percent were hits. (And less than 10 percent of all new products are still on supermarket shelves three years after they launch.) To help you avoid spending money on the likely failures, here are this week’s Hits and Misses:

HITS

Barilla Fettuccine Rigate
Here’s a new pasta from Barilla, a company that positions itself with an extensive line of quality pastas and sauces that are reasonably priced in the supermarket. “Rigate” is Italian for “ridged,” and this pasta actually does have ridges that have been created for a real reason -- to hold more sauce.. I saw that snicker, but you really can taste the difference! We thought it was a gimmick as well, then we took a bite.  Takes about 8-9 minutes to cook. Retails for about $0.99 per 14 oz. box. 
www.barilla.com

Burning Desire Habanero Hot Sauce
Made with habanero peppers, carrots, onion, rice vinegar, garlic, canola oil, and lime juice, this sauce has a sweet taste that will add a fiery touch to your foods.  The makers recommend using it in soups, sauces, chili, dips, and eggs. Zero calories, zero fat, and zero sugar make it a hit in our book. Do we need yet another hot sauce? With ingredients this pure the answer is yes! Sells for $4.99, a lot higher than the ones you’ll find in the supermarket, but not uncommon for gourmet sauces. 
www.d-oni.com/burning.htm

CONSUMER NOMINATED HIT

Fruit H2O Plus
Here’s what Wendy had to say about this new flavored water product: “Now they have the Fruit H2O Plus, and it is a Plus in my book. Contains no sugar, no calories, no carbs, no caffeine and with a touch of fruit flavor so that you feel your drinking something other than 20oz of water AND they now contain vitamins!!! On average 25% A, 50% B-6, 50% B-12, 50% C, and a few others depending on which mix you get. Note: They do have one mix that contains caffeine, however it is stated on the label. This is the best product I have found in a very long time. The price is a little higher then I would like to pay each day at $.99 per 20oz. bottle; however, if this becomes a more widely distributed product the price could likely go down.” Thanks, Wendy!  Your SupermarketGuru tote bag is on the way!
www.fruit2o.com/ingredients/berry.html

SPECIAL COVERAGE News on nutrition, tastes and trends

MISSES

Welch’s Fruit Snacks
While it is obviously parents who are primarily responsible for the health of their children, one keeps hoping that food manufacturers are paying attention to the frightening rising obesity rates in kids.  Guess not, because we continue to see new products filling the shelves that are loaded with refined sugars.  This is one. Although this product may be fat free, only 80 calories, and a pretty good source for vitamin A and E, still there are 12g of sugar per serving.  The front of the package may say that it is made with real fruit, but turn it around and you’ll see there are still artificial flavors and corn syrup in the ingredient list.  This product is certainly not the worst snack you could give to your child, but it’s not the best either. 10 pack for $2.69.
www.welchs.com

Only on TODAY.MSNBC.com! Food Editor Phil Lempert brings you the latest news and advice about shopping and cooking. LAST WEEK: Start your day with down-home soul food GO TO ALL FOOD WEDNESDAY COLUMNS

CONSUMER-NOMINATED MISS

Miss Meringue's Sugar Free Dulce De Luche Cookies
Here’s what Jenny from Xenia, Ohio, had to say about this product: “I was first attracted to this item because of the low calorie count, they are sugar free, and 13 cookies per serving.  I felt like I could eat more with so many less calories and sugar free.  The downside is the enormous cost at $4.99 per container, and that if you live in a humid area like I do, they turn into rocks.  The first day they were okay and crunchy, but after that, you might as well forget it.” Thanks, Jenny!  Your SupermarketGuru tote bag is on the way!
www.missmeringue.com

Phil Lempert is food editor of the “Today” show. He welcomes questions and comments — as well as nominations for “hits” and “misses” in this column — which can be sent to or by using the mail box below. If he selects your nomination for publication, he’ll send you a SupermarketGuru.com Tote Bag! You can also visit his website at www.supermarketguru.com.

MORE FROM FOOD & WINE

Food & Wine Section Front

Make this red, white and blue cake 101 20-minute dishes for inspired picnics For a patriotic toast, raise a glass of sangria Celebrate America's birthday, Italian style Bubby’s buttery blueberry pie with crème fraîche Southern comfort: Try creamy shrimp and grits Keep your cool with Giada’s summer recipes Giada’s tasty recipes for tykes and tots New mom Giada: ‘I’ve gained a partner in the kitchen’ Get fresh! America’s first all-organic restaurant Food & Wine Section Front   Add Food & Wine headlines to your news reader: