- Consumer Sentiment Falters, Despite Job Growth
- Greek Aid Deal ‘Much Better’ Than Euro Exit: Summers
- Bonus Bloodbath: Europe Banker Backlash Continues
- US Trade Deficit Swells to $48.8 Billion on China Gap
- SEC Reaches Settlement in Bear Stearns Fraud Case
- Israel Likely to Bomb Iran This Year: Political Analyst
- EU Agrees Rules for $700 Trillion Derivatives Market
- The World's Best Beers
- Rep. Bachus Faces Insider Trading Probe: Report
- Bulls Check In to Community Health
- Bank of America’s Worst-Case Scenario Gets More Real
- Tesla Unveils First SUV: Model X
- New York Fashion Week Hits the Runway as Colors Pop
- Mulling Buffett's Stock Advice? Get in With REITs: Fund Managers
- LinkedIn Earnings Bode Well for Hiring and Social Media
- Top Five Mistakes to Avoid in Online Dating
- Victor Cruz ‘Understands’ Gisele's Super Bowl Frustrations
- Tamminen: The United States of India
MOST SHARED
- Users of Citibank Bill-Pay App Charged Twice
- US Trade Deficit Swells to $48.8 Billion on China Gap
- Rep. Bachus Faces Insider Trading Probe: Report
- Euro Sags, Risk Appetite Softens on Greek Deal Holdup
- What's Shaking: Friday's Early Movers
- Israel Likely to Bomb Iran This Year: Political Analyst
- Will Romney Regret Opposing Michigan Auto Bailout?
- FBI Investigated Steve Jobs Drug Use
- Greek Aid Deal ‘Much Better’ Than Euro Exit: Summers
- EU Finance Ministers Won't Get Fooled Again
MOST POPULAR
HOT ON FACEBOOK
Brown-Bag Lunch Makes A Comeback
Text Size 
Goodbye power lunch. Hello brown bag.
As hard times prompt Americans to cut spending, more workers are bringing their lunch to work rather than buying it at a food outlet, or even the company cafeteria.
Major food companies, like Kraft and Conagra are looking to capitalize it, launching new portable meals and advertising campaigns targeted at the brown-bag crowd.
 |
Oscar Mayer Oscar Mayer's ad for Deli Creations. |
Americans ate about 8.5 billion brown bag lunches last year, about 38 per capita compared with 35 the year before, according to the NPD Group. A survey found that 93 percent of those who brought their lunch to work did so for financial reasons.
Besides saving money, consumers are also looking for convenience, says Balzer. Although sandwiches are still the most popular lunch item, he says growth has stalled, as time-strapped consumers move toward more precooked products that require little, if any, preparation.
No wonder, then, that companies are touting their products as time saving, as well as inexpensive. Many of the new products retail for under four dollars.
The brown-bag trend has encouraged New World Pasta, manufacturer of a number of pasta brands including Ronzoni and San Giorgio, to launch Ronzoni Bistro, a microwavable pasta meal in a pouch, that doesn’t require refrigeration.
“In terms of true interest, out-of-home eating is one of the biggest opportunities initially for us," says company CEO Peter Smith. "It is driving our advertisements."
The new product is being marketed through television commercials that take place in an office break room.
Smith expects Ronzoni Bistro, priced at $2.79, to generate $20 million in sales within a year.
Kraft [KFT
Loading...
()
] launched Oscar Mayer Deli Creations, a create-your-own sandwich in a box that comes with a roll, deli meats and cheese. Sales are up to $100 million since its introduction in March, said Jared Baker, a brand manager at Oscar Mayer. The price: $3.29.
Last month, ConAgra Foods [CAG
Loading...
()
] launched Healthy Choice Fresh Mixers, microwavable pasta and rice dishes that require no refrigeration and retail for $3.49. The marketing campaign shows an office environment with the tagline: "Made fresh from your desk."
 |
Healthy Choice A scene from a Healthy Choice Fresh Mixers commercial. |
The company also hired an unlikely spokesperson for the brand, Ivanka Trump, the daughter of real estate mogul Donald Trump. Trump was hired to create buzz and "target busy working professionals," says Mike Locascio, vice president of marketing at ConAgra.
The economic downturn has had a positive effect on classic brands like Campbell Soup [CPB
Loading...
()
] which is currently adding newer varieties and flavors to its line of microwavable-bowl soups. Sales are up to $250 million since the launch.
“Brown bagging is back in,” says Campbell’s spokesperson Anthony Sanzio. “It’s a badge of honor in some places these days.”
- How much did the Facebook founder pay for other shareholders' voting rights? Not a heck of a lot, says the NY Times.
- Here’s a look at Westminster Kennel Club’s most successful breeds and how much they cost.
- When looking for that next career move, workers need to look at the differences between a start-up and a public firm.
- After enduring the recession, many Baby Boomers say money isn’t the most important thing they hope to leave to their kids.
- The ‘Fast Money’ traders weigh in on fashion related stocks from apparel to footwear to accessories and fragrances.
- Attention, online shoppers. The days of tax-free online shopping may be coming to an end in many states.
Data is a real-time snapshot *Data is delayed at least 15 minutes
