CAG ConAgra Brands Inc

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