ConAgra takes new tack to boost Healthy Choice sales

摘要

Rather than chase new consumers, ConAgra Foods, Inc. is shifting its focus to the core users of its ailing brands. As part of efforts to revive Healthy Choice, Chef Boyardee and Orville Redenbacher's, the Omaha-based company plans to optimize promotions and merchandising around its existing consumers. "We have spent too many resources on these brands trying to penetrate new consumer segments by overcoming their perception barriers," said Gary Rodkin, chief executive officer, during a Feb. 18 presentation at the Consumer Analyst Group of New York conference in Boca Raton. "And, frankly, it hasn't worked."