Each page of "The Cookbook You Can Cook" is an innovative parchment paper coated with herbs and seasonings, designed to prepare juicy and delicious chicken or fish without the need of any other ingredient.

You just need to tear a recipe page from the book, wrap a raw piece of chicken or fish in it, and cook it for 20 minutes. And voila, even the most inexperienced bookworm can become an instant chef.

The Cookbook was launched in Barnes & Noble, the largest bookstore in the US. It was supported with a PR campaign to drive attention to the launch.

Earned media was larger than anticipated and the first edition of books completely sold out during its launch weekend, even though it was expected to be on shelf for a complete month.

The second and third editions are under production and are expected to hit shelves this year.

Such an unexpected success has opened conversations in Stouffer's for new products that could also live outside the traditional supermarket distribution channel.

The first edition of books completely sold out during its launch weekend, even though it was expected to be on shelf for a complete month.

The Cookbook influenced Stouffer's sales within supermarkets, which have risen 25% since the launch of the book. More importantly, "The Cookbook You Can Cook" extends the brand’s distribution opportunity outside of food retailers and into bookstores.

Such an unexpected success has opened conversations in Stouffer's for new products that could also live outside the traditional supermarket distribution channel.