BWW Previews: LEAN CUISINE Transforming to a Modern Eating Brand

The Lean Cuisine® brand is reintroducing itself as a modern eating brand and an ally for women's wellness.

No longer focused on diet, the Lean Cuisine® brand has relied on insights from hundreds of women as it evolved to reflect a shift in the way Americans are eating and shopping. Women want chef-inspired, ethnic dishes that offer a variety of attributes and bold yet simple packaging that stands out in the aisles, and the Lean Cuisine® brand is meeting that challenge.

As part of the transformation, the Lean Cuisine® brand is introducing ten new recipes within the Lean Cuisine Marketplace range, all offering modern benefits. From the new line, shoppers can choose Pomegranate Chicken or Sweet Sriracha Braised Beef as gluten-free, high-protein options, Sesame Stir Fry with Chicken and Roasted Chicken and Garden Vegetables as one-cup vegetable and no-preservative options, and Mushroom & Spring Pea Risotto and Cheese & Bean Enchilada Verde, made with organic ingredients and no GMOs.

"We've committed ourselves to completely making over Lean Cuisine® to align with the way people are selecting and enjoying their food," said Jeff Hamilton, president of Nestlé Prepared Foods. "Giving shoppers choices within the frozen food aisle is a pillar of the Lean Cuisine® brand, and we know that they want more than just new flavors - they want transparency around ingredients in their food and they are seeking new approaches. We're motivated to do what's right for our consumers, and from the Lean Cuisine® brand, offering a greater ingredient choice is something we know they want."

Hamilton further stated, "Through our deep experience and research, we understand that Americans are highly individualized when it comes to food preferences," said Hamilton. "With this re-launch, we're bringing our expertise to the creation of modern recipes and offering the choices women have told us they want. But what you've always counted on from the Lean Cuisine® brand - the great tasting food coupled with responsible nutrition - that hasn't changed at all."

Beyond the food, the Lean Cuisine® brand is introducing its new purpose: to feed the greatness in every woman. Feed Your PhenomenalTM means not only providing women with foods that satisfy their needs; it means recognizing and supporting each woman's unique wellness pursuit and the unseen things women do every day that go unnoticed. Real, modern, everyday phenomenal women help convey the brand's new spirit in its latest advertising, digital, PR and shopper marketing campaign.

"We spoke with hundreds of women and found that their eating preferences vary significantly from one woman to the next. Whether the preference is organic, gluten-free or eating more protein, they expect the food must always taste great," said Julie Lehman, marketing director for the Lean Cuisine® brand. "Women also perceive the critical role food plays in powering their busy lives, and this presents us with the opportunity to meet those varying needs in a meaningful way."

The Lean Cuisine® brand's research also uncovered four distinct "food moods" that guide meal selection. As a result, the brand has re-organized its broad offering into sublines that are more reflective of the ways women make their food choices. The new sublines include Marketplace, Craveables, Comfort and Favorites.

The new Lean Cuisine® packaging features a bold, new look with striking colors and modern food photography to signal the brand's transformation. Each sub-line has a distinct look that separates it from other lines, helping to simplify the recipe selection process.

For more information and product availability, visit www.leancuisine.com.

Image Credit: Courtesy of Lean Cuisine

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