Unilever United States: Real Cooking campaign

Rayna Bailey

Unilever launched Lipton Sizzle & Stir - a dry dinner mix to which consumers only needed to add meat - in the U.S.

Unilever United States: Real Cooking campaign

Rayna Bailey

OVERVIEW

Although dry mix meals had been available since 1937, when Kraft introduced its packaged Kraft Macaroni and Cheese dinner, the category did not begin to expand until 1970, when General Mills launched its Betty Crocker brand of dry dinner mixes called Hamburger Helper. The consumer-goods giant Unilever jumped into selling dry dinner mixes (food kits that usually required only the addition of meat for a complete meal) with its Lipton Sizzle & Stir in 1999. By then the total category accounted for $450 million in annual sales. In 2000 Lipton Sizzle...

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