TITLE

Del Monte aims for revival by touting virtues of canned food

AUTHOR(S)
Cuneo, Alice Z.
PUB. DATE
August 1999
SOURCE
Advertising Age;8/2/1999, Vol. 70 Issue 32, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports that Del Monte Foods plans to launch a marketing effort in the U.S. to prove canned food is relevant to one's lifestyles. Overall, the canned food industry is hoping to get a lift out of a number of government reports urging consumers to eat fruits and vegetables for better health, and studies indicating that frozen and canned products generally maintain nutrient levels comparable to fresh produce. Del Monte attempts to show how canned products might be combined with a fresh ingredients to produce a variety of interesting meals. The creative approach is intended to tap a trend among homemakers who want to simplify cooking but do not want to simplify serve frozen or store-bought meals.
ACCESSION #
2109171

 

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