How direct brands have driven change in the Conagra marketing mix

Conagra, the food group, is drawing inspiration from a new breed of direct-to-consumer brands as it adapts to changing tastes and preferences among consumers.

With direct-to-consumer brands disrupting the traditional consumer path to purchase, the consumer packaged goods industry “is suffering some serious declines,” according to Lisa Mathison, senior director/media at Conagra Brands.

Conagra’s brands include American icons such as Birds Eye frozen foods, Fleischmann’s bread spreads, Reddi-wip whipped cream, and Wish-Bone salad dressing. Mathison attributes the challenge for such categories to clear marketplace variabl