Frozen pies = sweet profits
Driven in part by a 14% jump in consumption of heat-and-eat desserts, the frozen pie category is pegged to grow through the decade.1 As household budgets are squeezed, families dine out less, and instead indulge themselves with pie at home. Their high-taste expectations steer them toward premium pies. It is premium-quality pies that are placed on holiday tables, and stocked year-round in the fridge for impromptu sweet treats. Premium ingredients and taste are especially important during the Thanksgiving and Christmas seasons. One-third of annual pie sales are rung up during those two months. Retailers' holiday plans should capitalize on premium pies' proven appeal, as well as frozen pies' superior sales, turns and dollar profit- per-unit over other frozen desserts. Holidays or year-round, Marie Callender's fruit, cream and seasonal pies are a natural fit for family celebrations. Delighting shoppers has made Marie Callender's pies the #1 brand in the frozen pie category. Plus, the pies promote well with Marie Callender's meals, which are served in 25 million households.2 ConAgra Foods' Reddi-wip is a natural accompaniment, since pies are the most popular host food for whipped cream. Upcoming marketing support will further encourage consumers to purchase pies year-round. A television campaign for Marie Callender's brand will run during key drive seasons (covering 30 weeks) from July 2011 through March 2012. Additional digital media and promotions will engage consumers at home, on the go and in-store.
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Frozen pies provide comfort and convenience at a time consumers seek both. 
Just six minutes in the microwave, and the same signature quality of Marie Callender's Pies can now be savored in smaller-size portions. Apple, Cherry Berry and Peach pies covered by a tender, flaky crust that keeps its texture when heated and taste as if they're made from scratch. For the highest rates of incremental sales, display them alongside Marie Callender's single-serve meals, where they complement perfectly and shopper traffic is high.
