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    ConAgra Revamps Healthy Choice Brand

    New and improved products are due in March, with further innovations to come throughout 2009.

    Twenty years after Healthy Choice first launched, manufacturer ConAgra Foods is rolling out a revitalized brand that it says isn’t just lower in fat, calories and sodium, but also now offers more proactive nutrition, contemporary flavors and an updated look.

    According to the Omaha, Neb.-based company, the new Healthy Choice targets both the brand’s core consumers and health-conscious, younger shoppers who are unwilling to sacrifice taste for nutrition.

    Features of the overhauled brand include new brand design/packaging, enhanced nutrition (items containing fiber, whole grains, extra virgin olive oil) and six all-natural, gourmet-quality entrees, all supported by a complete brand-significant relaunch advertising and promotions plan.

    Available in March for an affordable suggested retail price range of $2 to $2.49, Healthy Choice All Natural Entrées offer provide antioxidants the body needs, are heart-healthy and help promote digestive health. The line comes in the following varieties: Mediterranean Pasta, Portabella Marsala Pasta, Pumpkin Squash Ravioli, Portabella Spinach Parmesan, Sweet Asian Potstickers and Tomato Basil Penne.

    Also starting in March, the Healthy Choice Complete Meals, Select Entrées, Café Steamers, Fresh Mixers and Vegetarian Soups product lines will offer new meal options containing contemporary flavors, whole grains and proactive nutrition. Suggested retail prices will range from $2 to $3.29

    Consumers can look for more reinvented products and new varieties from Healthy Choice throughout the year, including contemporary packaging for the Fresh Mixers line that highlights nutrition information and easy-to-read preparation instructions.

    Additionally, ConAgra has broadened its Marie Callender’s brand to include the lunch occasion with the introduction of Marie Callender’s Pasta al Dente, a line of six authentic Italian-style meals. The product employs the company’s SteamCooker patented technology, a two-tray, steam-cooking system that ensures fresh-tasting pasta, crisp vegetables and tender meats.

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