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    PG Webcast: Growing Center Store

    Expanding the convenience category key to strategy

    Can retailers drive a more affluent yet time-starved consumer down center-store aisles to generate breakthrough category growth?

    Find out by tuning into Progressive Grocer’s latest free Webcast, “Growing Center Store by Expanding Convenience,” on Thursday, Sept. 30, at 2 p.m. EDT.

    The program will be presented by Robert Steed, director of category leadership at ConAgra Foods Inc. The session will be moderated by PG’s senior editor, Jim Dudlicek.

    ConAgra Foods says it has a solution to driving center-store growth: create a completely new category that includes microwavable and other convenience meals. The Ultra Convenient Meals set, including Healthy Choice Fresh Mixers and Marie Callender’s Home-style Creations, are geared toward more affluent consumers.

    ConAgra Foods says shelving these and other microwavable meals near shelf-stable items consumers typically buy for lunch, like soup, improves purchase potential and category growth.

    Steed will outline the company’s unique approach, which has delivered an in-market 14-15 percent lift for the category.

    To register for this webcast, click here.

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