Giving 'em more for the money: Nestle's "consumer-centric" approach pays off for Lean Cuisine, Skillet Sensations. (2002 Processor of the Year)

Refrigerated & Frozen Foods, September, 2002

Paul Bakus is vice president in charge of "more." OK... so this veteran marketer's business card actually reads, Vice President, Marketing, Nestle's Prepared Foods Division.

But honestly ... Bakus is in charge of "more," as in those brands offering something more to consumers.

Stouffer's Lean Cuisine is Nestle's entree brand for consumers looking for more nutrition -- reduced calories, fat and sodium -- in a flavorful entree.

Then there's Nestle's bagged Sensations[TM] meal kit with meat line. This line that has not only evolved (it now includes an Oven variety) but it has involved consumers in more of the actual meal preparation.

And just what is it worth for a brand to connect with consumers? Seven of the supermarket frozen entree...