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CONAGRA SETS STRAIGHT THE SOUP SUIT SAGA

 CONAGRA SETS STRAIGHT THE SOUP SUIT SAGA
 OMAHA, Neb., May 18 /PRNewswire/ -- ConAgra Inc. (NYSE: CAG) today


said the company was recovering nicely from a case of corporate chuckles after reading Campbell Soup Company's May 15 misrepresentation of a soup suit decision by the national Advertising Division (NAD) of the Council of Better Business Bureaus. The decision relates to an advertising dispute over ConAgra's Healthy Choice soup line.
 Responding to Campbell's May 15 announcement, Dr. Ronald H. Smithies, director of the NAD, said, "Campbell's description that the decision was a win or a loss for one party is not accurate. Our decision is a carefully reasoned analysis of the issues between the parties. We recommend to anyone who wants to understand the decision to read the entire 11 pages of our decision."
 Campbell filed with the NAD eight challenges to Healthy Choice soup advertising and materials provided to the Healthy Choice sales force. For six of these claims, the NAD's decision states that "no further action is required as a result of NAD's decisions in respect to these claims." Technical modifications were suggested with respect to the other two.
 Campbell's announcement implied that ConAgra would have to ice a Healthy Choice soup TV commercial featuring figure skater Dorothy Hamill. The NAD decision did not ask ConAgra to withdraw any current advertising, and the commercial in question could be used again in the future with minor modification.
 Campbell took issue with a statement in ConAgra's sales materials that Healthy Choice soups contain 35 percent less sodium and 25 percent fewer calories from fat than leading ready-to-serve soups. The NAD found that Healthy Choice soups contain 25 percent fewer calories from fat than two of the three leading lines, including Campbell's Chunky soups. However, Campbell scored a stunning victory because Healthy Choice contained only 34.2 percent less sodium than Chunky soups, not 35 percent.
 Not wanting to rub salt in Campbell's wounds, ConAgra thanked Campbell for the opportunity to remind people that Progressive Grocer magazine recently named Healthy Choice Soup Product of the Year in the grocery category. The award was based on a survey of nearly 8,000 U.S. grocery retailers and wholesalers. Positive trade and consumer response has lifted Healthy Choice soups to a 10.7 percent dollar share of the ready-to-serve soup category for the 12 weeks through April 12 versus a 6.1 percent share for Campbell's Healthy Request soup line according to IRI InfoScan.
 Finally, ConAgra noted that most people probably won't pay much attention to either announcement -- Campbell's or this one, so let's get back to business in the marketplace. And may the best products win!
 -0- 5/18/92
 /CONTACT: Walt Casey of ConAgra, 402-595-4154/
 (CAG) CO: ConAgra Inc. ST: Nebraska IN: FOD SU:


MC -- DV002 -- 1329 05/18/92 12:16 EDT
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Date:May 18, 1992
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