`Mom' takes on giants in food aisle

Pollack, Judann
June 1999
Advertising Age;6/14/1999, Vol. 70 Issue 25, p4
Trade Publication
This article features Fran Lent, president of Fran's Healthy Helpings, a Burlingame, California-based frozen children's meal marketer. Started with U.S. $130,000 in seed money in 1995, Lent's company outsource its production, has a total of five employees and less than U.S. $1 million in sales. Yet, her Health Helpings children's meal line has won shelf space in a number of states and stores. A mother of two, Lent started with a concept born of need, fast, healthy frozen entrees with children's appeal. After conducting a direct-mail survey of upper-income Bay area families with children, she came up with the idea of meals for children ages 2 to 8 that meet U.S. Food and Drug Administration standards to be considered healthy. INSET: Fickle kids, high fees doomed earlier venture.


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