Nestlé USA: Putting the love back into Lean Cuisine

Lean Cuisine, a brand of frozen meals sold in the United States and Canada, stopped its sales decline by redesigning its packaging to fit the modern health and wellness segment.

Design consultancy: PearlfisherAdvertiser: Nestlé USA

Executive Summary

Lean Cuisine's redesign represents a stunning reversal of fortune. Both the brand and the category it dominates in the United States were in steep, long-term decline, starved of affection from even its longstanding loyalists – until Pearlfisher's new packaging hit the shelves and reversed the decline immediately. Yes, immediately.

Lean Cuisine's new look arrived on shelves in mid-May 2015. Within a week, sales declines slowed; within a month, they stopped. By July 2015, the brand was in growth for the first time in seven years. In those few weeks, Lean...

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