ConAgra Looks Over Healthy Choice

MINNEAPOLIS – While ConAgra Inc. corporate executives hastened to reassure stockholders last week that its Healthy Choice brand was on track, at least one company insider admitted that ‘we have to figure this thing out.’
ConAgra’s growing pains with its biggest brand may have its agency, CME/KHBB, Minneapolis, going back to the drawing board to develop a plan to better market the brand in categories where its competitors have caught up.
Early last week three industry analysts lowered their earnings projections and the Wall Street Journal took a hard look at the over-extended brand that is starting to show substantial slow-downs – most notably in the frozen category.
‘Price wars in the frozen foods category have taken a toll on everyone and it’s hard to make a profit,’ said the ConAgra source.