Old brand steams ahead with modern, 'natural' makeover

摘要

Acknowledging that consumers' perceptions of good-for-you eating have changed, ConAgra Foods has breathed new life into its Healthy Choice range - the brand that kicked off the frozen healthy foods category in America two decades ago. The latest changes follow the success of Cafe Steamers, a line of frozen vegetables that has become a 120 million dollar brand in less than two years. ConAgra Foods invented the frozen-healthy foods category 20 years ago with Healthy Choice. But the brand had grown tired and dwindled over the last several years, so ConAgra has been sparking Healthy Choice with new products — and now is launching new packaging and a new marketing campaign for its freshened franchise. All the changes ConAgra has made, and the success of Cafe Steamers, have taken Healthy Choice's market share to almost 10% of America's 3.8 billion dollar (2.7 billion dollar) frozen dinner market.