Hormel Launches Vital Cuisine for Cancer Patients

The Hormel Health Labs division of Hormel Foods has introduced Hormel Vital Cuisine, a line of nutrition powders, protein shakes and shelf-stable microwaveable meals created specifically for cancer patients.

Hormel created the brand with the assistance of the Cancer Nutrition Consortium, a nonprofit made up of the leading cancer centers in the country, whose mission is to bring together resources in health, culinary and industry to raise awareness of the issue of food, taste and nutrition related to cancer treatment in an effort to improve the quality of life of patients.

“The whole point of this line is to make life easier for cancer patients, and take one worry out of their minds,” says Chetan “Chet” S. Rao, Ph.D., strategy & business development manager at Hormel Specialty Foods Group, based in Austin, Minn. “Cancer patients are very susceptible to metallic tastes and off-flavors, so [in our drinks] we’ve taken out elements like minerals and vitamins because every patient is on some kind of supplement, so they don’t need it from their food products.”

Initial Hormel Vital Cuisine products include shelf-stable microwavable meals, modeled after the Hormel Compleats line, in Vegetarian Stew, Roast Beef with Mushrooms and Gravy, and Chicken with Dumplings varieties; 100% Whey Protein Drink Mix in Chocolate and Vanilla flavors; and Protein Nutrition Shakes in Chocolate, Vanilla and Banana Crème flavors.  

“In our Vital Cuisine drinks the protein levels are higher, sodium levels are lower and sugar levels are low. We use ingredients that typically are not used in any of these products,” Rao says. “That is where the difference is. In our meals we have carefully chosen ingredients and try to keep the ingredients as short as possible. Our Vegetarian Stew has 11 grams of protein, which is a lot, because protein and calories are very important.” 

Initially Hormel Vital Cuisine is only being sold online. The meals retail for $2.99 each and are sold in seven-unit cases of a single flavor with free shipping. Part of the proceeds go to the Cancer Nutrition Consortium, which is setting its sights on pediatric nutrition.    

"This line absolutely has the potential to be sold in retail stores," Rao says. “Initially we are launching online and in hospitals and cancer centers. The next plan is to go to broader retail. We are good at retail, so that is the next logical step. Our ultimate goal is to take this knowledge into creating foods for the aging population and become an umbrella brand for these underserved markets, which nobody is really doing anything about.”

Rao concedes that because of its special nature Vital Cuisine will face challenges being merchandised on traditional center store shelves, and may possibly be stocked in another area of the store, such as the pharmacy. “That is why online media is such a good way to introduce this line because online people are seeking information and education in these areas.”

Donald H. Kremin, group vice president, Hormel Specialty Foods Group, says the division is very passionate about protein. “We think the healing powers of protein are very powerful, so we’ve positioned our portfolio to three lifestyles: Recovery, Active and Performance. Active and performance are covered with our Muscle Milk portfolio, with Hormel Health Labs we can help people in recovery who have suffered a stroke, have malnutrition and dysphagia, but here is an opportunity with Vital Cuisine to really help people with their struggles and challenges with cancer treatment.”

People suffering from cancer face special challenges, Kremin notes. “Vital Cuisine is really ‘Food with Dignity.’ We want them to have that one little opportunity to get the food that they need and at the same time not be reminded that they have this horrible disease that they are fighting."