date:Feb 20, 2014
Rather than chase new consumers, ConAgra Foods, Inc. is shifting its focus to the core users of its ailing brands. As part of efforts to revive Healthy Choice, Chef Boyardee and Orville Redenbachers, the Omaha-based company plans to optimize promotions and merchandising around its existing consumers.
We have spent too many resources on these brands trying to penetrate new consumer segments by overcoming their perception barriers, said Gary Rodkin, chief executive officer, during a Feb. 18 prese