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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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consumer interest in eating locally-sourced produce is encouraging food manufacturers to develop ready-meals made with ingredients sourced from the same region in which the product is sold, says analyst datamonitor. the swift increase in farmers' markets bears testament to the rise of interest in eating local produce, as opposed to that flown in from different corners of the globe and sold on supermarket shelves year-round.
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operating overview strong performance in bakery with sales and margin progression frozen re-focused on core product strengths chilled sales growth driven by sandwiches & salads; change programme in ready meals to strengthen operating position investing for growth: brands: goodfella’s pizza re-launch during h1 2010/11 future cost efficiencies: major biscuits investment (project golden) on track with the majority of spend during h1 2010/11 new customers: commenced 10 year british airways supply contract; secured new costa coffee business stefan barden, chief executive, said: \" northern foods has traded solidly in challenging market condtions.
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while recent years have seen food snobs protest about their usage in modern day recipes, new research from mintel finds hot canned meat is well and truly back on the menu, as britain rediscovers the joys of this store cupboard staple.sales of hot canned meats* are steaming. in the last two years alone, sales have grown by a hearty 12%, compared to cold canned meats which grew just 4%. continued promotional activity has helped hot canned meats to grow its share of the canned meat market at the expense of cold meats by attracting new users.
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synergy is launching new range of dairy ingredients for savoury foods intended to help control formulation cost issues and improve the sensory appeal of better-for-you products. as food costs come under scrutiny in the recession, food firms have to perform a balancing act between offering products that are value for money but still address the need for healthier products with less fat, sugar and salt, and the desire for clean label.
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europe's first whole foods market is set to open in london in two weeks' time, but the vast potential of the organic market is being curtailed by a shortage of organic produce, according to organic monitor. the us company currently has 193 outlets in its home country and in the uk, including its five fresh and wild stores in the uk. the new 80,000 sq ft store, which will take up two floors of a former department store, will open to much fan-fare on june 6.
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the image of grains needs a fundamental makeover in order to encourage consumption globally, according to the r&d director of pasta firm barilla, who said the enduring perception of grains as 'empty' energy is the major hurdle that needs to be overcome. this perception, he said, has stayed with consumers since the days of the low-carb craze, and it is up to the grains industry to transform this image to one of 'relevant' and 'good' energy.
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warranted or not, it comes as no surprise to learn that there is growing concern among uk consumers over food safety. according to new research from mintel, 41 per cent of adults were concerned about the safety of food in 1997, while in 2002 this figure has risen to 44 per cent of consumers. the report revealed that there is a considerable difference in attitude between men and women with over half of women (51 per cent) worried about food safety, compared to just 36 per cent of men.
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Coca.Cola
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PEPSI
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Mcdonald
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Mars
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