Healthy Choice, Top Chef to create unique entrées
Sept. 13, 2011
by Meat&Poultry Staff
NEW YORK – Bravo and Healthy Choice, a ConAgra Foods Inc. brand, are launching the largest integrated marketing partnership in their respective histories. Bravo's Top Chef and Healthy Choice have teamed up to introduce an exclusive line of dishes that combine Top Chef's culinary expertise with the innovative steaming technology of the Healthy Choice Cafe Steamers entrées.
These entrées will be available in major grocery retailers beginning in late September.
The partnership includes:
- A competition-based original web series, Top Chef Healthy Showdown, to air on BravoTV.com, which challenges former Chef'testants to bring their healthy A-game to a contest where the winner will become the "Flavor Ambassador" for the Healthy Choice brand. The web series premieres on Sept. 14.
- Integration into the upcoming Top Chef: Texas, through the series prize partnership, an elimination challenge and as an episodic prize partner.
- Future product launches inspired by Top Chef.
"This partnership builds upon the success of both the Top Chef franchise and the Healthy Choice brand and provides a unique opportunity to connect with consumers," said Frances Berwick, president Bravo and Style Media. "We're constantly developing ways to engage our fans and viewers beyond the television screen, and this collaboration will take Bravo to the next level while jointly elevating and strengthening both the Top Chef and Healthy Choice brands."
"Bravo is always looking for ways to constantly innovate, furthering the proliferation of the brand while bringing value to our viewers and advertising partners," said Jennifer Turner, vice president, Licensing & Strategic Partnerships, Bravo Media. "The Healthy Choice partnership is a great example of leveraging all parts of the network to partner with an advertiser to jointly bring quality products to market."
Both Top Chef and Healthy Choice pride themselves on combining exciting flavors and carefully selected ingredients to give consumers food that is both healthy and delicious, the companies said in a news release. The Healthy Choice Top Chef Inspired Cafe Steamers will bring consumers frozen entrées with ingredients such as roasted garlic, asparagus and grilled eggplant.
"Top Chef is known for inspiring consumers with great-tasting meals. This line of Top Chef Inspired Cafe Steamers combines unique ingredients with our proprietary steaming technology into meals that aim to satisfy any palate," said Carlos Veraza, vice president & general manager, Healthy Choice. "We work tirelessly to inspire consumers with a variety of great tasting, better-for-you frozen entrées. Healthy Choice is proud to partner with Bravo Media to bring consumers a wide variety of meals that capture the essence of Top Chef flavor, with the healthy attributes and great taste consumers expect from Healthy Choice."
For more information on the various Healthy Choice product lines, visit www.HealthyChoice.com.