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conagra campaign targets health-conscious consumer
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conagra's new 'green is good' marketing campaign for its healthy choice range shows just where food companies are targeting their resources. the campaign, which is aimed at health-conscious consumers, includes television advertising, in-store programs, free-standing inserts in local papers, consumer promotions and coupon sampling. "green is good," said bill partyka, vice president, healthy choice marketing for conagra foods frozen foods. "it's simple. it's effective. the beauty of the phrase is that we are calling out 'green' and 'good' - two words that resonate with what consumers already know and believe about healthy choice." indeed, company research shows that consumers strongly associate green with the identity of healthy choice, and that taste is one of the key reasons why consumers purchase the product. the company therefore hopes to reinforce this identification through its campaign. the marketing initiative also underlines exactly where food makers are channeling their resources. while ready meals continue to enjoy rapid growth rates due to consumer preferences for convenience, growing concern over health means that nutrition now plays a critical role in purchasers' decision making process. indeed, american consumers are becoming a lot more label-conscious than they once were. there is growing awareness for example of the danger of trans fats, and as of january 1 of course, trans fat label will be obligatory. in addition to its new campaign, conagra also intends to highlight a variety of new offerings such as microwaveable soup bowls and a variety of new dinners. the healthy choice range now offers a wide variety of more than 200 premium products, including frozen prepared meals and new meals that aim to incorporate contemporary culinary trends. the line also offers an array of delicious soups and sauces, a variety of meats at the deli counter, conveniently pre-packaged lunch meats, wholesome bread and popcorn, and a host of ice cream flavors and novelties. "green is good is one of the most comprehensive marketing campaigns we've ever launched for healthy choice," said partyka. "the campaign was tested in three markets this past spring and generated a significant lift in sales. our expectation is that the green is good campaign will provide a solid boost for retailers as well as the brand." partyka believes that the campaign will drive home to consumers the message that healthy choice is great-tasting food that people can feel good about eating. "retailers will also experience the goodness and premium quality of the brand as data reveals healthy choice consumers spend more per grocery store visit and have higher dollar sales at the register," he said.
Source :foodqualitynews.com
Date :
16
August
2005
Category :
restaurants and Food industrie
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singapore food industries is looking to boost its presence in the middle east with plans to help build a ready meals factory in united arab emirates. the company said today (9 may) it is helping with the construction of the site, to be based in abu dhabi. sfi is in talks with the uae over providing technical knowledge and the company said it is hopeful its ready meal products will eventually be produced on-site.
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two charities have issued a stark warning that unless there is a major overhaul of uk food and farming policies, there will not be enough healthy and nutritious food to eat in the future. in a report published today entitled feeding minds , the mental health foundation and the sustain alliance for better farming and food looked at around 500 peer-reviewed studies related to nutrition and mental health, conducted a national opinion poll concerning food consumption and perception and mental health history, and spoke with a number of experts in the mental health and nutrition areas.
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anglo-dutch food company unilever this week reported faster growth in the leading brands, strong expansion of operating margin and strong progress for the fourth quarter of 2001. underlying sales grew by 4 per cent in the quarter, and by 4 per cent for the year. the impact of the company\'s disposal programme led to sales in the quarter being 1 per cent lower than last year. sales for the year, including the impact of acquisitions and disposals, were 11 per cent ahead.
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