Meijer Lean Entrees
The Meijer Lean Entrees program was an existing program that Meijer decided to revamp in 2007 with the help of Daymon Worldwide and Daymon Worldwide Design.
The original program offered several different types of items at the shelf (full flavor and lean offerings). Following the trends in the category, Daymon Worldwide and Meijer reformulated and redesigned the program to make it entirely a Lean Cuisine comparable offering.
The team explored various formulations with the supplier, Bellisio Foods, until the right item mix was identified with formulations comparable to or better than Lean Cuisine/Weight Watchers.
Although 16 SKU’s of Meijer Lean Entrees have been launched to date, Daymon continues to work with the Meijer buying team and the Bellisio Foods Sales/R&D to improve on the program wherever possible and add excitement to the category.