Although its brands are found in an estimated 97 percent of U.S. households, very few people associateConAgra Foods Inc ., Omaha, Neb., with those popular CPG items.

To address that issue, ConAgra said it will roll out a new corporate promotion with advertising -- and later on-pack icons -- that showcase an updated company logo with integrated tagline, "Food you love."

 Print, broadcast and online advertising begins this month. Meanwhile, the new logo and tagline will start appearing on product packaging later this year, a spokesman says. ConAgra's refrigerated and frozen food brands include Healthy Choice, Banquet, Marie Callender's, Alexia and Hebrew National.

In other news, ConAgra last week earned one of just 10 top awards in the21st DuPont Packaging Awardscompetition. The company earlier introduced a new Healthy Choice frozen entree tray that contains approved post-consumer use recycled plastic. Contest judges said it's a "first in dual-ovenable packaging" and saved an estimated 8 million pounds of PET from landfills.