Nestle has claimed it is “shaking up” the US frozen food category with an “innovative” range of Lean Cuisine entrees.
The “100% all-natural” Lean Cuisine Honestly Good is a line of six dishes, including pomegranate chicken, lemongrass salmon and pineapple black pepper beef.
“We recognise that today’s frozen consumer wants more. She’s seeking great tasting whole ingredients that she can feel good about, like wild caught salmon from sustainable sources and whole grain pilaf. By offering these innovative products in the natural section, we’re giving our Lean Cuisine consumers six new, delicious options to choose from, attracting new users and helping grow the category,” Mike Niethammer, director of marketing for the brand, said.
Nestle is looking to boost sales of Lean Cuisine after reporting a “weak” first quarter for the brand in North America.
Speaking to just-food in a recent interview, Nestle chief executive Paul Bulcke said that the company had been “lacking” something in frozen in the US, where tough economic conditions and weak consumer sentiment hit sales.
“Lean Cuisine is suffering because it is the housewife that says “that is for me” and, in a situation like today, priorities are “first my kids”. It is a very direct relationship,” Bulcke explained.
Through a focus on innovation, the company hopes to “inspire people again”, the Belgian businessman added.
Click here to view the full interview, which examines Nestle’s worldwide growth strategy.
