Healthy Choice Reinvents Brand With New Products, A New Look And New Campaign Featuring Julia Louis-Dreyfus
April 03 2009 - 8:00AM
PR Newswire (US)
ConAgra Foods to Donate $250,000 - 1.75 million meals - to Feeding
America, The Nation's Largest Hunger Relief Organization OMAHA,
Neb., April 3 /PRNewswire-FirstCall/ -- Healthy Choice, the brand
that created convenient, healthful eating, is completely reinvented
- focusing on what people want from their food today and raising
the standard for the frozen entree category. After 20 years of
delivering nutritious frozen meals, ConAgra Foods' iconic brand has
been revitalized with contemporary, great-tasting recipes,
including Healthy Choice All Natural Entrees, a humorous
advertising campaign featuring actress Julia Louis-Dreyfus and a
makeover of its packaging and Web site. "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," said Carlos Veraza, vice president & 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 deliciously healthful
meals with protein, fiber, antioxidants and other nutrients that
consumers seek." The brand kicks off its reinvention with Healthy
Choice All Natural Entrees, a new line of six contemporary recipes
with fresh-tasting, nutrient-rich varieties such as Pumpkin Squash
Ravioli and Mediterranean Pasta. The new entrees are now available
in grocery stores and retail outlets across the country. Made with
ingredients such as extra virgin olive oil, whole grains, pumpkin,
tomatoes and premium cheeses, Healthy Choice All Natural Entrees
are delicious and healthful meals filled with protein, fiber,
antioxidants and whole grains, important ingredients that help
promote heart and digestive health. They contain no preservatives,
artificial flavors or colors, and have a suggested retail price
range of $2.00-$2.49, an incredible value for a flavorful,
nutritious meal. With new entrees and refreshed flavors, Healthy
Choice is engaging loyal customers and new fans across the country.
Its first passionate and surprising ally, Julia Louis-Dreyfus,
re-introduced the brand to Americans on April 2 via a breakthrough
advertising campaign. Directed by Christopher Guest - known for his
performance in This Is Spinal Tap and having directed A Mighty Wind
and Best in Show among others - the commercials provide the
opportunity for people to participate in Louis-Dreyfus' discovery
of the reinvented brand, her journey to learn more about healthful
eating and her decision to share that with the rest of the world.
"I have always loved food and I particularly like to eat it. I
couldn't believe that this new Healthy Choice tasted so good and
was so good for you. Go figure," said Julia Louis-Dreyfus. Healthy
Choice is making its relaunch accessible across the country on and
offline. Between new prime time TV ads and a substantial online
media partnership with Yahoo!, it will be hard to miss Healthy
Choice. People are encouraged to visit
http://www.spokespersonwanted.com/ for additional branded content
and offers. To celebrate the exciting new food and the brand's
commitment to help all Americans have healthful and nutritious
meals, Healthy Choice and the ConAgra Foods Foundation are donating
$250,000 to Feeding America - the nation's largest domestic
hunger-relief organization, which provides food assistance to more
than 25 million people a year in the United States. More than 12
million children in America - that's one in six - are at risk of
hunger, meaning they don't have enough food to live active,
healthful lives.(i) On April 18, the ConAgra Foods Foundation,
Healthy Choice and Julia Louis-Dreyfus will host an event to
present this donation to Feeding America - providing more than 1.75
million meals, or plates of food, to children and families in
need.(ii) To help bring even more healthful, nutritious food to
hungry children and families, guests at the event will paint a
plate, symbolic of the night's purpose, to ensure others have a
plate of food. Starting April 23, consumers who wish to take part
in the donation and own one of the celebrity-designed plates can
visit http://www.healthychoice.com/ and bid on the one-of-a-kind
plates through Clothes Off Our Back, a non-profit organization that
auctions celebrity items to raise money for charity. "It is no
secret that demand at our nation's food banks has recently
skyrocketed," said Vicki Escarra, president and chief executive
officer of Feeding America. "With the economic downturn, more and
more parents are struggling to make ends meet and to put food on
the table. ConAgra Foods Foundation, along with Healthy Choice and
Julia Louis-Dreyfus, have once again stepped up to the plate with a
generous donation that will provide millions of meals to hungry
families in need." In tandem with the new recipes and
advertisements, the brand is changing the look and feel of its Web
site and its entire product selection. The new design features a
clean, contemporary background and the brand's new signature
exclamation point logo. This logo is symbolic of the brand's fresh
and positive approach to contemporary and healthful eating and will
be seen on new entrees ranging from Healthy Choice Complete Meals,
Select Entrees, Cafe Steamers, Fresh Mixers and Soups.
HealthyChoice.com is also revamped to reflect the fresh look and
feel of the brand, making it easier to find product and nutrition
information. About ConAgra Foods ConAgra Foods, Inc., (NYSE:CAG) is
one of North America's leading food companies, with brands in 97
percent of America's households. Consumers find Banquet, Chef
Boyardee, Egg Beaters, Healthy Choice, Hebrew National, Hunt's,
Marie Callender's, Orville Redenbacher's, PAM, Peter Pan, Reddi-wip
and many ConAgra Foods brands in grocery, convenience, mass
merchandise and club stores. ConAgra Foods also has a strong
business-to-business presence, supplying potato, other vegetable,
spice and grain products to a variety of well-known restaurants,
foodservice operators and commercial customers. For more
information, please visit us at http://www.conagrafoods.com/. (i)
Feeding America (ii) Feeding America:
http://feedingamerica.org/about-us.aspx DATASOURCE: ConAgra Foods
CONTACT: Genevieve Mazzeo of ConAgra Foods, +1-402-595-6864, ; or
Jennifer Resick of Ketchum, +1-202-835-9427, , for ConAgra Foods
Web Site: http://www.healthychoice.com/
http://www.conagrafoods.com/
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