Mann Packing Co. Inc.

Salinas, CA

Mann’s Nourish Bowls

Objectives:
Mann’s Nourish Bowls is a new line of single-serve, warm meals with fresh veggies, grains and sauce. Developed by a panel of chefs, Mann’s Nourish Bowls feature trending vegetables like kohlrabi, butternut squash, cauliflower, sweet potatoes, kale and sugar snap peas. Promotions aimed to create consumer awareness and support the market launch for Mann’s Nourish Bowls across North America.

Campaign:
In order to help shoppers find, understand and try Nourish Bowls, Mann’s leveraged a variety of marketing tools, including local, national, culinary influencers and consumer promotions, among others. The company initially focused on POS marketing in an effort to increase awareness and spur sales at the store level. The support efforts included channel strips, danglers, coupons, sell sheets and a guide to Nourish Bowls for produce managers. The company also partnered with Monterey Mushrooms and HEB on a “meal deal” cross-promotion. Nourish Bowls were featured on the Weight Watchers Wants list in January 2017. Weight Watchers promoted Nourish Bowls as filling meals ranging from 8 to 14 SmartPoints.

Results:
The marketing and communications plan to support the launch of Mann’s Nourish Bowls was highly successful and resulted in traditional mediastories, social media activity and an increase in sales that helped the company decide to expand the line and provide distribution to additional markets in the United States and Canada. Through the marketing and communications plan, Mann’s Nourish Bowls has garnered 31,700 total points of distribution in the United States and Canada in a little more than one year from initial launch. The five Nourish Bowls SKUs rank in the Top 20 of Salad and Veggie Meal Kits, according to Chicago-based Nielsen quarter one 2017 data. Mann’s Nourish Bowls were honored with numerous industry awards, including the coveted Impact Award from 2016’s PMA Fresh Summit.