Wave Goodbye to Hamburger Helper, Or At Least the Hamburger Part

The General Mills marketing department is lending Hamburger Helper a hand with a new makeover targeting men aged 18 to 30 who are on social media.

The strategy behind revamping the outdated brand is to grow it beyond the “Career Mom” demographic further into the young adult male demographic while also dropping specific references to any particular meat which—from a contemporary sales perspective—is too limiting. From now on it’s just going to be “Helper” which, well, certainly accomplishes the stated objective of not being limiting.

What didn’t go out of style was Lefty, the four-fingered mascot glove incapable of gesturing to others what they can do to themselves.