Healthy Choice revitalizes its brand

OMAHA, Neb. Healthy Choice is raising the bar in the frozen foods category.

After 20 years of delivering nutritious frozen meals, ConAgra Foods' brand has been revitalized with contemporary, great-tasting recipes, including Healthy Choice All Natural Entrees, a humorous advertising campaign featuring actress Julia Louis-Dreyfus and a makeover of its packaging and Web site.

"Healthy Choice understands that people are making the connection between eating right and looking and feeling their best. But this doesn't mean they want to give up the foods they love or the contemporary recipes they crave, and as the innovator of the category, we're in a unique position to deliver this," said Carlos Veraza, VP, general manager frozen, ConAgra Foods. "Healthy Choice is relentlessly focused on helping consumers eat healthy by providing food with more positive health benefits and delivering deliciously healthful meals with protein, fiber, antioxidants and other nutrients that consumers seek."

The brand kicks off its reinvention with Healthy Choice All Natural Entrees, a new line of six contemporary recipes with fresh-tasting, nutrient-rich varieties such as Pumpkin Squash Ravioli and Mediterranean Pasta.

Healthy Choice All Natural Entrees are delicious and healthful meals filled with protein, fiber, antioxidants and whole grains, important ingredients that help promote heart and digestive health.

In addition, Julia Louis-Dreyfus, re-introduced the brand to April 2 via a breakthrough advertising campaign. Directed by Christopher Guest, the commercials provide the opportunity for people to participate in Louis-Dreyfus' discovery of the reinvented brand, her journey to learn more about healthful eating and her decision to share that with the rest of the world.

The new entrees are available in grocery stores and retail outlets across the country, with a suggested retail price range of $2.00 to $2.49.