ConAgra Foods Launches ReadySetEat to Help Busy Consumers Find Easy and Affordable Dinner Solutions

ConAgra Foods is serving up a new online resource to help time-strapped consumers achieve “The faster, smarter way to dinner:” www.ReadySetEat.com. The unique website not only makes it easy for consumers to find hundreds of recipes for quick, easy dinners, but also shows them where they can buy the ingredients on special at local grocers, saving them time and money.

“Many consumers just don’t have time to plan all of their meals in advance. In fact, we found that more than 50 percent of the time, they make that decision within an hour of having dinner1,” said Brett Groom, vice president of media, digital and social media at ConAgra Foods. “With such little time to plan and prepare, it’s important to have quick meal ideas at the ready, using items they’re likely to have on hand. We keyed in on these consumer behaviors when developing ReadySetEat, with a focus on convenience, value and nutrition.”

To ease dinner-time prep, all recipes on ReadySetEat.com:

-- take less than 30 minutes pantry to plate or prep time (or 15 minutes of simple prep plus time to bake or slow cook);

-- no more than seven ingredients; and

-- contain common items that most people have on hand.

One of the key barriers to consumers trying new recipes is the risk that they won’t turn out or the family won’t like them. For this reason, ReadySetEat focuses on linking recipes with individual tastes and lifestyles through the Shared Tastes panel of contributors – a diverse mix of bloggers who fall into different lifestyle categories, like “working mom,” “health conscious,” and “cooking for two.” This panel offers reviews on the taste, speed and ease of preparation, and all other users are invited to rate and review recipes as well.

Through a partnership with GroceryServer, each recipe page on ReadySetEat.com highlights the ingredients that are currently on sale at consumers’ local grocer based on their ZIP code and selected preferred store. This unique on-sale feature provides this information for any ingredient that’s on sale locally, not just ConAgra Foods brands.

“If a selected recipe calls for Hunt’s® tomatoes, Ro*Tel® or chicken breasts, for example, the site lets you know if those items are on sale at your local grocer,” added Groom. “The site helps save time and money by offering wholesome, easy-to-prepare meal ideas for your family at a great value.”

ReadySetEat.com was built based on consumer research around interactive needs, as well. An advanced search option lets users find recipes that target specific nutrition needs like recipes that are higher in fiber, calcium and antioxidants, lower in calories or fat or carbohydrate-controlled.

The site also is a place consumers can learn about ConAgra Foods and its brands, current brand promotions and coupons and suggestions for comparable quick and delicious frozen meals and entrées from Healthy Choice® and Marie Callender’s®.

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, Slim Jim, Snack Pack and many other ConAgra Foods brands in grocery, convenience, mass merchandise and club stores. ConAgra Foods also has a strong business-to-business presence, supplying frozen potato and sweet potato products as well as 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 www.conagrafoods.com.

1 The NPD Group/Dinnertime MealScape 2009

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