US food giant ConAgra Foods has unveiled changes to its corporate “identity” in a bid to educate investors and the trade about the “breadth, depth and strength” of its product range.

The group, which has a portfolio include Healthy Choice and Banquet ready meals, has a new logo and tagline – “food you love”.

An advertising campaign starts today (2 June) with ads in publications including the Wall Street Journal.

“The new identity campaign won’t target ‘consumers’ as much as the financial community, customers, and our employees/consumers in communities where we operate,” a ConAgra spokesman told just-food yesterday (2 June).

“We want customers and investors especially to know the breadth, depth and strength of our portfolio. We want all those audiences to know what we bring to the table.”

The spokesman refused to be drawn on how much ConAgra is spending on the campaign.

“We are not disclosing the specific dollar amount of our campaign, but obviously because this is not a broad consumer campaign the expense is nowhere near what we would spend to market our new Healthy Choice products, for example,” the spokesman said.