Sara Lee Corp. plans a major image upgrade of its meat brands when the company splits its North American retail unit from its international coffee business next year, according to a report.
The Downers Grove-based food company intends to remake its Hillshire Farm lunchmeats and launch two premium deli brands around the notion of handcrafted farming, curing and butchering practices.
Its Hillshire Farm brand will be “evolved” to Hillshire Farms with a redesign to “emphasize taste with the added benefit of convenience,” according to an internal document leaked to MotherJones.com.
The goal is to make Hillshire Farms “the marketshare leader in the mainstream premium lunchmeat” category through “honest ingredients and rethought packaging,” the document said. “Consumers are lost in a sea of convenient processed meats,” and that “70% of lunchmeat brand purchase decisions are made in-store.”
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