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Ultra-convenient meals, the ultimate shopability in center-store

Ultra-convenient meals, the ultimate shopability in center-store

Retail performance in test stores this year indicates that the Ultra-Convenient Meals (UCM) destination center

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Ultra-convenient meals, the ultimate shopability in center-store

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Retail performance in test stores this year indicates that the Ultra-Convenient Meals (UCM) destination center is quickly becoming a center-store hub. The unique design of this 16-foot set showcases the quick, convenient, value appeals of a wide array of shelf-stable microwavable meal solutions—all in one place.

ConAgra Foods research revealed a microwavable meals consumer in center-store, who had to travel to five to seven different in-store locations to look for microwavable food needs, adding up to nine additional minutes to an already time-strapped trip.

In addition, microwave usage has grown at a double-digit pace the past two years1 and consumer interest in microwavable meals has raised separately from parent categories.

“Retailers were thinking the same as we were—that microwave in center-store was becoming more of an opportunity,” said Robert Steed, director-category leadership, ConAgra Foods. “But they didn’t know where it should be located or what it should look like. We needed to act on these insights and bring the set to life through in-store marketing and customer marketing programs.”

People trust soup for its shelf-stable quality; its halo extends to UCM and enhances cross-purchase activity within the set. The complete run includes four sections—Ready Soups, Select Choices (for premium consumers, brands such as Healthy Choice Fresh Mixers and Marie Callender’s), Everyone’s Favorites (Chef Boyardee and select brands from other manufacturers) and Hearty Tastes (other manufacturers as well).

The UCM destination gives shoppers a wider variety of options in one location. People went back to the kitchen in the recession, but not to cook from scratch. The five minutes or less meal preparation theme is compelling today,” said Steed, noting 6% more incremental purchases with UCM products in the basket, in retail and virtual tests.

In a test with a major retailer the UCM set showed 15% higher dollar sales vs. a controlled environment. “We feel it is an opportunity for retailers to gain incremental sales, Steed added. “Most of the sales growth was attributed to stronger cross purchasing across segments.” In addition, none of the parent categories were affected by the move.

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