ConAgra Foods said today (3 April) that it has “reinvented” its Healthy Choice brand on sale in the US.

The US food giant said it has focused the brand on “what people want from their food today” by introducing new recipes, including Healthy Choice All Natural Entrees.

The relaunch will also be accompanied by a “humorous” advertising campaign, pack redesign and website makeover.

“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, fibre, antioxidants and other nutrients that consumers seek.”