First, to increase penetration with an underperforming segment, men. Second, to increase production volume through an underperforming manufacturing plant.
Stouffer’s has strong equity in indulgent comfort food for the family, causing it to be out of step with the needs of health-aspiring male consumers. With the creation of the FitKitchen sub-brand, we were able to create a new product line within the Stouffer’s brand that has satisfying, modern, protein-forward recipes and a masculine look and feel.
After generating the strongest BASES scores in the history of Nestle Prepared Foods, Stouffer’s FitKitchen was launched in just 18 months.