The Lean Cuisine frozen food line, presented as a low-calorie, diet-oriented product range in North America for two generations, was repositioned on July 9 as a “modern eating brand and ally for women’s wellness.”
As part of the transformation, ten new recipes have been introduced within the Lean Cuisine Marketplace range, all offering what the Solon, Ohio-based Nestlé USA company calls “modern benefits.” They include Pomegranate Chicken and Sweet Sriracha Braised Beef gluten-free, high-protein options; Sesame Stir Fry with Chicken and Roasted Chicken and Garden Vegetables as one-cup vegetable and no-preservative options; and Mushroom & Spring Pea Risotto and Cheese & Bean Enchilada Verde, made with organic ingredients and no GMOs.
“We’ve committed ourselves to completely making over Lean Cuisine to align with the way people are selecting and enjoying their food,” said Jeff Hamilton, president of Nestlé Prepared Foods. “Giving shoppers choices within the frozen food aisle is a pillar of the Lean Cuisine brand, and we know that they want more than just new flavors. They want transparency around ingredients in their food and they are seeking new approaches. We’re motivated to do what’s right for our consumers, and from the Lean Cuisine brand, offering a greater ingredient choice is something we know they want.”
Beyond the food, the Lean Cuisine brand is introducing a new purpose: “to feed the greatness in every woman.” Its “Feed Your Phenomenal” campaign means not only providing women with foods that satisfy their needs; it means recognizing and supporting each woman’s unique wellness pursuit and the unseen things they do every day that go unnoticed.
“We spoke with hundreds of women and found that their eating preferences vary significantly. Whether the preference is organic, gluten-free or eating more protein, they expect the food must always taste great,” said Julie Lehman, marketing director for Lean Cuisine. “Women also perceive the critical role food plays in powering their busy lives, and this presents us with the opportunity to meet those varying needs in a meaningful way.”
Debut of Sub-lines
Research has uncovered four distinct “food moods” that guide meal selection. As a result, the Lean Cuisine brand has re-organized its broad offering into sub-lines that are more reflective of the ways women make their food choices. The new sub-lines include:
Marketplace – For times when women seek modern foods and chef-inspired offerings, such as the Vermont White Cheddar Mac & Cheese made with pasta, organic butter and no GMOs, or Sweet & Spicy Korean-Style Beef, a high-protein, gluten-free option. The suggested retail prices for these items are $2.99, consistent with the rest of the line.- Craveables – Includes indulgent, casual food one would find at a neighborhood bar, such as pizza and sandwiches, and features many items that are high in protein, such as Traditional Pepperoni Pizza, which has 20 grams of protein.
- Comfort – Home-cooked flavors in this line include Cheddar Bacon Chicken, Chicken in Sweet BBQ Sauce and others.
- Favorites – Includes enduring “favorite recipes” such as Spaghetti with Meatballs and other popular dishes.
Bold packaging featuring striking colors and attractive food photography signals the brand’s transformation. Each sub-line has a distinct look that separates it from other ranges, helping to simplify the recipe selection process.
“Through our deep experience and research, we understand that Americans are highly individualized when it comes to food preferences,” said Hamilton. “With this relaunch, we’re bringing our expertise to the creation of modern recipes and offering the choices women have told us they want. But what consumers have always counted on from the Lean Cuisine brand – the great tasting food coupled with responsible nutrition – that hasn’t changed at all.”
Nestlé USA, which rang up sales of $9.7 billion last year, is part of Vevey, Switzerland-headquartered Nestlé S.A. in Vevey, Switzerland, the world’s largest food company with 2014 sales of $100 billion.
