OMAHA, Neb.--(BUSINESS WIRE)--Aug. 15, 2005--
Consumers Encouraged to Discover Their Flavors of Green, and Enjoy
Variety of Great-Tasting Healthy Choice Products - from Savory Soups,
Tasty Meals and Deli Meats to Delicious Ice Cream, Novelties
Before the leaves begin to turn brown this fall, Healthy Choice(R)
is "greening" up to bring its new nationwide campaign - Green Is
Good(TM) - into full swing with a new television commercial, which
will air Aug. 15 and feature its dinner line.
The comprehensive marketing campaign - encouraging consumers to
discover and enjoy the great taste and variety of the brand's
distinctively green-packaged, premium products - includes television
advertising, in-store programs, free-standing inserts in local papers,
consumer promotions and coupon sampling.
In addition to its new campaign, the brand also will highlight a
variety of new offerings that span the grocery store such as its new
microwaveable soup bowls set to hit shelves this September; four new
dinners launched in June that embrace today's culinary trends: Sweet
Bourbon Steak, Grilled Chicken Monterey, Grilled Chicken with Honey
Balsamic Sauce, and Fiesta Chicken; and a variety of other products
such as ice cream and novelties, pasta sauces and deli meats that
bring to life the great-tasting brand that consumers trust.
"Green Is Good is one of the most comprehensive marketing
campaigns we've ever launched for Healthy Choice," said Bill Partyka,
vice president, Healthy Choice marketing for ConAgra Foods Frozen
Foods. "The campaign was tested in three markets this past spring and
generated a significant lift in sales. Our expectation is that the
Green Is Good campaign will provide a solid boost for retailers as
well as the brand."
"Green is Good. It's simple. It's effective. The beauty of the
phrase is that we are calling out 'Green' and 'Good' -- two words that
resonate with what consumers already know and believe about Healthy
Choice," said Partyka. Company research shows that consumers strongly
associate green(1) with the identity of Healthy Choice, and that
taste(2) is one of the key reasons why consumers purchase the product.
Healthy Choice offers a wide variety of more than 200 premium
products, including frozen prepared meals with time-tested favorite
recipes and new meals that incorporate culinary trends. The line also
offers an array of delicious soups and sauces, a variety of meats at
the deli counter, conveniently pre-packaged lunch meats, wholesome
bread and popcorn, and a host of ice cream flavors and novelties.
"The campaign will drive home that Healthy Choice is great-tasting
food that people can feel good about eating," said Partyka. "Retailers
will also experience the goodness and premium quality of the brand as
data reveals Healthy Choice consumers spend more per grocery store
visit and have higher dollar sales at the register(3)."
About Healthy Choice
A brand of ConAgra Foods Inc., Healthy Choice was introduced in
1988 with a commitment to great-tasting food, wholesome ingredients
and quality nutrition to help people lead more enjoyable, balanced
lives. From its original 10 entrees, it has grown to more than 200
products today, all with the distinctive green packaging that lets
consumers know it tastes great and is good for them. Healthy Choice
continues to embrace the philosophy of offering foods made from real
ingredients and prepared so as to maintain high-quality flavor and
nutrition. From hearty soups to great-tasting meals, Healthy Choice
products can be found in grocery stores nationwide. For further
information, visit www.healthychoice.com.
About ConAgra Foods
ConAgra Foods Inc. (NYSE:CAG) is one of North America's largest
packaged-food companies, serving consumer grocery retailers, as well
as restaurants and other foodservice establishments. Popular ConAgra
Foods consumer brands include ACT II, Armour, Banquet, Blue Bonnet,
Butterball, Chef Boyardee, Cook's, Eckrich, Gulden's, Healthy Choice,
Hebrew National, Hunt's, Kid Cuisine, Knott's Berry Farm, La Choy,
Louis Kemp, Marie Callender's, Orville Redenbacher's, Parkay,
Reddi-wip, Slim Jim, PAM, Pemmican, Peter Pan, Snack Pack, Swiss Miss,
Van Camp's, Wesson, and many others. For more information, please
visit us at www.conagrafoods.com.
(1) Cheskin Research for Healthy Choice, September 2003.
(2) Healthy Choice brand research, May 2004.
(3) Connondale & Associates: April 2003 Shopper Genetics Analysis
CONTACT: ConAgra Foods, Inc., Omaha
Tania Graves, 402-595-6258
SOURCE: ConAgra Foods, Inc.