Christine Day, LUVO: Building a brand in a system in transition takes great focus
Next we spoke to Christine Day, CEO of innovative healthy frozen food brand LUVO.
What keeps you awake at night?
What keeps me up at night is creating brand awareness and bringing consumers looking for nutritious food back to the frozen aisle. This is a time of great shifts in the conventional and natural frozen aisles. Building a brand in a system in transition takes great focus, engagement and execution to deliver the solutions consumers are seeking.
What trends are you tracking?
Currently, we’re really excited to see consumers and the industry shifting their focus beyond the niche diets that only serve a small percentage of the population, to instead address the basic building blocks everyone needs in the pursuit of good nutrition - fruits and veggies, whole grains and lean protein with less sugar and sodium – especially in convenience foods. We’re encouraged by the growth specifically in frozen premium foods and fruit smoothies and see this as just the beginning in helping reinvent the perception of the frozen category.
Any other comments?
How consumers shop for dinner is shifting. They no longer pantry load to cook from scratch. Par cooking with fresh and frozen ingredients, quick and easy shopping services and better nutrition support is what consumers are looking for to make their lives better. Grocery stores will need to adapt to these new consumers who are looking for convenience without sacrificing great taste or nutrition.
