Green Giant adds a new, innovative "dinner solution" to its Create a Meal! line, long recognized by retailers as a top seller. Create a Meal!(R) Meal Starters for Ground Beef are making their debut as the first frozen vegetable meat starters for ground beef.
"This addition to the Create a Meal! line will attract new users to the frozen vegetable category," said Jolene Nelson, group marketing manager for the new product line from Green Giant. "According to our research, 90% of households use ground beef regularly and are looking for new and convenient ways to serve it."
Each package includes frozen vegetables and pre-measured sauce to mix with ground beef. It's made in just one skillet and ready in less than 3O minutes.
Create a Meal! Meal Starters for Ground Beef is the latest extension to the highly successful Green Giant Create a Meal! line. Introduced in 1991, Create a Meal! Meal Starters have become a $128 million business, and the growth continues. According to Nielsen data, volume sales for the Create a Meal! line have increased 6.5% vs. a year ago (52-week period ending 7/5/97). "Helping to drive this growth is consumers' desire for taste and convenience," said Nelson.
Consumers expressed strong interest in the new products, according to Pillsbury's research. They cited these reasons: "Vegetables are fresh-tasting, not dehydrated." "Tastes fresh, more like homemade." "Quick and easy to prepare." "The sauce tasted great; it wasn't a powder." "It filled my family." Based on these research results, Nelson predicts that the new Create a Meal! for Ground Beef will build new sales with families.
One package of Create a Meal! for Ground Beef makes about four servings while the original Create a Meal! Meal Starters cater to smaller households, providing two or three servings.
All four flavors of Create a Meal! Meal Starters for Ground Beef achieved high scores from consumers for purchase intent, according to Nelson. "With consumers constantly on the lookout for variety, it makes sense to stock all the flavors," Nelson added.
The four flavor varieties are:
* Skillet Lasagna: mini lasagna pasta, red and green bell peppers, zucchini and onions and tomato sauce
* Cheesy Pasta & Vegetable: rotini pasta, broccoli, carrots and Cheddar cheese sauce
* Beefy Noodle: pasta, julienne cut carrots, peas and beef flavored sauce
* Homestyle Stew: potato wedges, carrots, peas and beef flavored sauce
There are several lines of Green Giant(R) Create a Meal! Meal Starters: Create a Meal! Stir-Fry, Create a Meal! Oven Roasted, Create a Meal! with Pasta and the new Create a Meal! for Ground Beef
With a suggested retail price of $3.09, the new Create a Meal! Meal Starters for Ground Beef is available this month in 60% of the United States. The product will roll out to the remaining 40% of the United States by October 1997.
The line introduction will be supported by FSIs, television advertising and in-store promotions.
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