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STOUFFER FOODS INTRODUCES NEW LOGO AND PACKAGING

 STOUFFER FOODS INTRODUCES NEW LOGO AND PACKAGING
 CLEVELAND, May 4 /PRNewswire/ -- Stouffer Foods Corporation, the


nation's leading manufacturer of premium-quality, frozen prepared foods, today unveils the most dramatic redesign of its logo in the company's 38-year history period. The new coporate logo, in concert with redesigned packaging, provides a more contemporary look and better overall branding for Stouffer's(R) Entrees, French Bread Pizzas and Lean Cuisine(R) products.
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 The new logo replaces the traditional Dutch oven with a larger black oval and red sash. Redesigned packaging features improved food photography on the front, and simplified cooking instructions in larger, more readable typeface as well as the toll-free 800 number of the company's Consumer Information Center on the back. Stouffer's Entrees and Pizza packages retain the trademarked coral red color most associated with the brand; the same color is now incorporated in the sash element of the new logo.
 Another significant addition is that of nutritional labeling information on all Stouffer's Entree and Pizza packaging, a move made to offer consumers the facts they need to follow a well-balanced diet. On Lean Cuisine packages, Stouffer Foods will continue to supply health-conscious consumers with nutritional information in a simplified but informative manner that displays the entrees' reduced levels of fat, cholesterol and sodium.
 Within the past year, the packaging redesign underwent extensive qualitative and quantitative research, including focus-group testing. "Foremost in our minds as we went through this process was the knowledge that the Stouffer's name has maintained a strong brand identity ever since it was introduced in the frozen food category in 1954. We did not want to tamper with the overall warmth and appeal that consumers associate with our distinctive packaging," explained E. Michael Moone, president and CEO of Stouffer Foods.
 "The new logo works to unify our brands under a common name in a simple design that is still recognizable as Stouffer's, but delivers a modern feel to the product lines," Moone said. "We are excited about our new packages, but prouder still of what is inside them. The superior homecooked taste, symbolized by the Dutch oven that graced our packaging since the mid-50s, remains unchanged."
 He added, "As a matter of fact, that superiority was illustrated in the latest Nielsen Scantrack Data." For the period ending March 21, 1992, Stouffer Foods' Entrees and Lean Cuisine brands captured the largest market share (in dollars) of all frozen food companies in the combined entrees and dinners category.
 Stouffer Foods, a Nestle USA, Inc. company, is headquartered in the Cleveland suburb of Solon, Ohio. It operates production plants in Solon; Gaffney, S.C.; and Springville, Utah; and employs 4,300 people nationwide. The company offers more than 150 Entrees, French Bread Pizzas and Lean Cuisine products for consumer enjoyment.
 -0- 5/1/92
 /EDITOR'S NOTE: Reproductions of old & new Stouffer logos are available without charge on your photo receiver. Have photo editor dial in to 212-967-1293, 212-643-2005, or 212-643-2006 for picture no. 0504CL1D/
 /CONTACT: Roz O'Hearn or Loretta Ivany both of Stouffer Foods, 216-349-5757; or Madalyn Freund or Lisa Doherty both of Ruder-Finn, 312-644-8600, for Stouffer Foods/ CO: Stouffer Foods ST: Ohio IN: FOD SU:


CG -- CL002 -- 5817 05/04/92 08:08 EDT
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:May 4, 1992
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