Healthy Choice All-Natural Entrees
Think of it as TV’s “Extreme Home Makeover” meets the world of food. ConAgra Foods Inc., Omaha, Neb., introduced six Healthy Choice All Natural Entrees in conjunction with a complete national brand repositioning program.
The official “relaunch” includes entirely new brand packaging (featuring a white background, instead of green), a multi-media TV and internet ad campaign featuring actress Julia Louis-Dreyfus and a $250,000 donation (from Healthy Choice and the ConAgra Foods Foundation) to Feeding America, a domestic hunger relief organization. Meanwhile, product developers say they also took an updated approach to frozen entrée formulation.
“Healthy Choice understands that people are making the connection between eating right and looking and feeling their best. But this doesn’t mean they want to give up the foods they love or the contemporary recipes they crave, and as the innovator of the category, we’re in a unique position to deliver this,” says Carlos Veraza, vice president and general manager-frozen, ConAgra Foods. “Healthy Choice is relentlessly focused on helping consumers eat healthy by providing food with more positive health benefits and delivering healthful meals with protein, fiber, antioxidants and other nutrients that consumers seek.”
New All Natural Healthy Choice varieties include Mediterranean Pasta, Portabella Marsala Pasta, Portabella Spinach Parmesan, Pumpkin Squash Ravioli, Sweet Asian Potstickers and Tomato Basil Penne. Officials say each formulation emphasizes ingredients that promote heart and digestive health. They also contain no preservatives, artificial flavors or colors. Line offerings carry a suggested retail price of $2.00 to $2.49.