For more details on our Mean More® Score, please download our thought paper.
There’s evidence that food was frozen for later consumption as far back as 10,000 years ago in China. Since introduction to consumers in the 1950s, frozen dinners have grown into a staple in grocery stores and kitchens around the U.S. While working families have come to rely on their convenience, one thing was long overlooked in both production and marketing: nutrition.
That’s changed in recent years with the increase in frozen dinner brands addressing consumers’ growing attention to eating healthy. Consumers now demand both the convenience frozen dinners provide and better, more balanced nutrition. That demand has created a marketplace with a variety of options for healthy frozen dinners.
Meyocks’ proprietary Mean More® Score metric quantifies consumer disappointment with having to use the second option in a specific product category. Our Mean More® survey shows Kashi is the healthy frozen dinner brand American consumers would be most disappointed to give up.
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Second to Kashi in our healthy frozen dinner research was Amy’s Light & Lean, followed by Lean Cuisine, Healthy Choice and Smart Ones.
Kashi touts its primarily organic products — a whole grain-based lineup made up mostly of cereals, cookies, crackers and pilafs — as “innovative nutrition” and emphasizes simplicity and wholesomeness in both its products’ and company core beliefs.
Our analysis suggests more consumers may value these traits in their healthy frozen dinner choices than they do brand recognition and longevity, since Kashi scored higher marks than more common, longstanding brands in the category, like Lean Cuisine and Healthy Choice.
Why do Mean More Scores Matter?
A Meyocks analysis of a number of consumer categories shows that Mean More® Scores have a higher correlation with revenue growth than standard brand measurements such as “Overall Brand Rating” and “Willingness to Recommend.”
Want to learn more about Mean More® Scores and what they could mean for your product category? Let’s talk.