ConAgra Foods Revamps Its Look, Pledges to Continue Delivering the Food Consumers Love

The new identity was created after research with multiple stakeholder groups, including customers, revealed lack of association between ConAgra Foods and its popular brands.

02/06/09 Consumers are being let in on a secret: ConAgra Foods is the face behind the brands they’ve had on their shopping lists for years. The company revealed a new brand identity that highlights the tremendous appeal of its products to consumers-- the brand behind food people love; food like Hunt’s tomatoes, Orville Redenbacher’s popcorn, and Healthy Choice meals.

The new identity was created after research with multiple stakeholder groups, including customers, revealed lack of association between ConAgra Foods and its popular brands. The logo itself features a new, more contemporary color palette along with a ‘spoon in plate’ icon designed to reinforce the company’s position as a leading food company. The tagline, “Food you love” reinforces the individual company brands that consumers love.

“Our new brand identity is an articulation of the essence of ConAgra Foods–making great food,” said ConAgra Foods CEO Gary Rodkin. “We’ve changed the company fairly dramatically over the past several years to get these strong brands and products at the core of everything we do.”

In 2008 the company sold its trading operation, exiting the commodity trading, fertilizer and ethanol businesses, and now focuses exclusively on branded packaged food sold at grocery stores and other retailers and food sold to restaurants and other manufacturers.

“We’re committed to our brands that consumers already know and love, while at the same time creating new, popular choices for generations to come,” Rodkin said. “We believe the new brand identity for the company captures both our heritage and our progressive spirit in becoming better and better every day for our consumers and our customers.”

ConAgra Foods brands are present in 97 percent of American households, with iconic brands such as Chef Boyardee, Marie Callender’s and Banquet. The company recently reinvented and reintroduced its Healthy Choice brand, combining innovations like Healthy Choice Fresh Mixers and All Natural Entrees, with redesigned packaging and a fresh outlook on advertising with its www.Working Lunch.com and www.SpokesPersonWanted.com campaigns.

The company will introduce its new brand identity through a targeted advertising campaign beginning June 2 that hits selected print, broadcast and online outlets.