Microwave-only food market loses steam

Liesse, Julie; Dagnoli, Judann
July 1990
Advertising Age;7/16/1990, Vol. 61 Issue 29, p3
Trade Publication
The article reports on the decline in the sales of microwave-specific food products including microwave desert mixes, microwave instant potatoes, microwave frozen pizza, microwave frozen pies and microwave bacon in the United States. According to Jim Watkins, chairman-CEO of Golden Valley Microwave Foods Inc., poor quality of the products is causing the sales to decline. Part of food marketers' optimism on the continued vitality of microwave foods is focused on children, who are growing up with microwave ovens and microwave foods designed especially for them.


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