ConAgra Foods Revamps Its Look, Pledges to Continue Delivering the Food Consumers Love
June 01 2009 - 4:30PM
Business Wire
Consumers are being let in on a secret: ConAgra Foods is the
face behind the brands they�ve had on their shopping lists for
years. The company revealed a new brand identity today that
highlights the tremendous appeal of its products to consumers-- the
brand behind food people love; food like Hunt�s tomatoes, Orville
Redenbacher�s popcorn, and Healthy Choice meals.
The new identity was created after research with multiple
stakeholder groups, including customers, revealed lack of
association between ConAgra Foods and its popular brands. The logo
itself features a new, more contemporary color palette along with a
�spoon in plate� icon designed to reinforce the company�s position
as a leading food company. The tagline, �Food you love� reinforces
the individual company brands that consumers love.
�Our new brand identity is an articulation of the essence of
ConAgra Foods�making great food,� said ConAgra Foods CEO Gary
Rodkin. �We�ve changed the company fairly dramatically over the
past several years to get these strong brands and products at the
core of everything we do.�
In 2008 the company sold its trading operation, exiting the
commodity trading, fertilizer and ethanol businesses, and now
focuses exclusively on branded packaged food sold at grocery stores
and other retailers and food sold to restaurants and other
manufacturers.
�We�re committed to our brands that consumers already know and
love, while at the same time creating new, popular choices for
generations to come,� Rodkin said. �We believe the new brand
identity for the company captures both our heritage and our
progressive spirit in becoming better and better every day for our
consumers and our customers.�
ConAgra Foods brands are present in 97 percent of American
households, with iconic brands such as Chef Boyardee, Marie
Callender�s and Banquet. The company recently reinvented and
reintroduced its Healthy Choice brand, combining innovations like
Healthy Choice Fresh Mixers and All Natural Entrees, with
redesigned packaging and a fresh outlook on advertising with its
www.WorkingLunch.msn.com and
www.SpokesPersonWanted.com campaigns.
The company will introduce its new brand identity through a
targeted advertising campaign beginning June 2 that hits selected
print, broadcast and online outlets.
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 the
ConAgra Foods Website at www.conagrafoods.com.
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