ConAgra Foods reveals new brand identity

by Bryan Salvage
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OMAHA — ConAgra Foods introduced a new brand identity on June 1 highlighting the appeal of its products. Company executives said the logo 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 new moniker includes the tagline, "Food you love."

The new identity was created after research with multiple stakeholder groups, including customers, revealed a lack of association between ConAgra Foods and its popular brands. The company will introduce its new brand identity through a targeted advertising campaign beginning June 2 that hits selected print, broadcast and online outlets.

"Our new brand identity is an articulation of the essence of ConAgra Foods — making great food," said Gary Rodkin, ConAgra Foods chief executive officer. "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."

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