To address the increasing demand for hot, filling and quick meal solutions, Hormel Foods today announced the launch of Hormel® Compleats™, convenient microwaveable meals available in more than 20 tasty, meat-filled varieties to satisfy hunger.
Previously known as Hormel® Microwave Trays, Hormel® Compleats™ utilize shelf-stable technology pioneered by Hormel Foods to provide tasty, portable and protein-rich meal solutions for on-the-go adults in the workplace or at home.
The product has tripled in sales in the past three years, making it the fastest-growing product in the company’s grocery product division.
“The $452 million microwave meal segment is increasing at double digit rates*. Hormel® Compleats™ fills an underserved, but growing category niche,” said Brett Asay, product manager, Hormel Foods. “With the strong Hormel brand name and heritage in quality meats, and as an innovator in shelf-stable technology, we are in a unique position to meet consumer demand for speedy, portable and satiating meals.”
During the hectic work day, consumers often find themselves with little or no time for lunch and crave a quick yet hearty meal they can eat at their desks. In fact, 75 percent of office workers eat at their desk at least two to three times a week.** Hormel® Compleats™ cater to consumers looking for “heat-and-eat” meal solutions that are filling, great-tasting and easy to fit into busy lifestyles.
The shelf-stable, microwaveable trays offer benefits over other microwave, refrigerated or frozen meals in the category including:
- Satiety: substantial and protein-filled so it satisfies hunger;
- Speed: ready to eat in 90 seconds;
- Portability: travels in a purse or briefcase;
- Easy-to-store: can be stored in a desk or work space—no freezing or refrigeration needed; and
- Consistent heating: no cold spots.
Hormel® Compleats™ are complete meals as each features quality chicken, beef, turkey or tuna as well as flavorful vegetables and/or grains, such as pasta, potatoes or rice. Available in 21 delicious and hearty varieties, new offerings include Beef Steak Tips, Chicken Breast & Dressing, Swedish Meatballs and Tuna Casserole.
Hormel® Compleats™ are available in supermarkets nationwide beginning this month with a suggested retail price of $2.39 per 10 oz tray/unit.
Hormel® Compleats™marketing support for the product launch includes TV advertising; FSIs; trade support, including off-shelf displays; and public relations. For more information, visit www.hormel.com.
About Hormel Foods
Hormel Foods Corporation, based in Austin, Minn., is a multinational manufacturer and marketer of consumer-branded food and meat products, many of which are among the best known and trusted in the food industry. The company leverages its extensive expertise, innovation and high competencies in pork and turkey processing and marketing to bring quality, value-added brands to the global marketplace. In each of the past eight years, Hormel Foods was named one of "The 400 Best Big Companies in America" by Forbes magazine. The company enjoys a strong reputation among consumers, retail grocers, foodservice and industrial customers for products highly regarded for quality, taste, nutrition, convenience and value. For more information, visit www.hormel.com
*Nielsen Scantrack Data, Total U.S. (52 weeks ending 04/07/07)
**American Dietetic Association, Cubicle Culture Survey Report, 2005
