ConAgra Foods Revamps Its Look

June 2, 2009

ConAgra Foods revealed a new brand identity June 1 that highlights the tremendous appeal of its products to consumers.

According to the company, the new identity was created after research with multiple stakeholder groups, including customers, revealed lack of association between ConAgra Foods and its popular brands. The logo itself features a new, more contemporary color palette along with a ‘spoon in plate’ icon designed to reinforce the company’s position as a leading food company. The tagline, “Food you love” reinforces the individual company brands that consumers love.

“Our new brand identity is an articulation of the essence of ConAgra Foods–making great food,” said ConAgra Foods CEO Gary Rodkin. “We’ve changed the company fairly dramatically over the past several years to get these strong brands and products at the core of everything we do.”

In 2008 the company sold its trading operation, exiting the commodity trading, fertilizer and ethanol businesses, and now focuses exclusively on branded packaged food sold at grocery stores and other retailers and food sold to restaurants and other manufacturers.

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