ConAgra takes Hunts into US organic category

ConAgra takes Hunt's into US organic category

ConAgra Foods today (11 January) announced the launch of three organic lines sold under its Hunt's tomato products brand in the US.

The company said organic diced tomatoes, tomato sauce and tomato paste were on sale. ConAgra emphasised all three products are free from GMO ingredients.

"Organic food has undoubtedly earned a place in American households," Ryan Pintado-Vertner, senior brand manager for Hunt's canned products at ConAgra, said. "Our new Organic Hunt's varieties are great additions to our existing Hunt's business and provide more options to the 45 percent of consumers actively trying to include organic foods in their diet."

Chelsea Herman, an associated brand manager at ConAgra, added: "Millennial consumers, in particular, are more actively concerned with what is in their food, where it comes from, and how it's processed. The growing buying power of this demographic is driving year over year increases in organic food sales."

The move marks Hunt's return to the US organic market. In 2005, ConAgra launched organic tomatoes under the Hunt's brand, which were on sale for a brief period.

"The launch was deemed too far ahead of the curve at the time. Organic had not reached critical mass at that point and the launch was not sustainable," Herman said.

The new diced tomatoes have a suggested retail price of $1.69. The sauce has a recommended price of $1.59 and the paste a recommended price of $1.19.