Nestlé CEO: Consumers are coming back to our US frozen food brands in a ‘remarkable way’

By Elaine Watson contact

- Last updated on GMT

Lean Cuisine is trying to change the conversation about weight management. Picture: Lean Cuisine
Lean Cuisine is trying to change the conversation about weight management. Picture: Lean Cuisine

Related tags: Marketing

Investment in Lean Cuisine, Stouffer's, Hot Pockets and DiGiorno paid off for Nestlé in 2015 as the struggling frozen food business generated real internal growth (a sales measure which excludes M&A, price increases and currency movements) in the mid-single digits in the second half of 2015, revealed CEO Paul Bulcke.

Speaking to analysts on the company’s Q4 earnings call, he said: “Results so far in frozen food are justifying our portfolio management approach to put investment back into this business… In North America, organic growth increased in 2015 by 120 basis points, largely led by the turnaround of our frozen food franchise..  

“We're turning this business around, with promising first signs… We have adapted the entire market mix and especially the products themselves to be able to respond to the consumer expectations for organic, natural, low-fat, low-sugar, tasty product, high protein etc. This strategy is bringing consumers back to the category. It's bringing back to our brands these consumers in a very remarkable way.”

He added: “The categories are growing back. We're growing faster than the categories back so we're gaining market share.”

Read more about Nestlé’s results HERE​.

Read about the revamp of Lean Cuisine HERE​.

Related topics: Markets, Prepared Foods, Manufacturers

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1 comment

unhappy w/ Stouffer's roast turkey breast dinner

Posted by DR. GARY L. CLARK, PROFESSOR OF MARKETING,

I HAVE EATEN AT LEAST 20 RTB DINNERS OVER THE LAST 6 MONTHS BUT I AM VERY UNHAPPY W/ THE LAST RTB DINNER. IN THE TRAY W/ THE "TURKEY" AND DRESSING, THERE WERE 2 VERY SMALL PIECES OF TURKEY AND THE REST OF THE TRAY WAS BREAD DRESSING. HIGHLY UNSATISFACTORY MEAL.

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