- THE MAGAZINE
Premium brands have to deliver flavor. And ConAgra Foods, Omaha, Neb., emphasizes that with its latest frozen entrees. Officials say new Marie Callender's Fresh Flavor Steamer(TM) entrées are the natural evolution of the brand’s successful Pasta Al Dente line.
ConAgra says the meals use proprietary tray-in-tray steaming technology that separates the sauce from the rest of the ingredients during cooking. As the sauce heats up, it steams the ingredients for the fresh flavors and textures consumers expect from a homemade meal.
After introducing Pasta Al Dente, steam-cooked, Italian recipes, officials say the brand saw an increase in the number of consumers who were enjoying Marie Callender’s for lunch.
“Pasta Al Dente meals are eaten at lunch 50 percent of the time, versus only 39 percent for premium, single-serve frozen meals*,” says Jenn Freeman, brand director, ConAgra Foods. “With new consumers enjoying Marie Callender’s in new ways, we definitely saw an opportunity to expand our Pasta Al Dente line of steam-cooked meals to include new recipes from around the globe that have broader consumer appeal.”
ConAgra says it is support Fresh Flavor Steamers launch with television and online advertising that remind consumers to take the time to really enjoy their meals. With the tag line “It’s time to Savor,” the new ads begin Aug. 30.
New Fresh Flavor Steamers are available nationwide in varieties such as: Asian-inspired Sesame Chicken; Chicken Teriyaki and Chicken Stir Fry with Vegetables; classic American recipes Smoky Cheddar Mac & Uncured Bacon; Creamy Chicken & Portobello Risotto; and a Mexican-inspired Chicken Fajita Bowl. The entrées retail for an average of $2.99.
*Arbor Tracking and NPD Eater Data, 2010