Has Findus done their homework?
I grew up on Findus cuisine. Well, not quite. My mum refused to serve the frozen ready meals. But as a kid growing up in 1990s Britain, I was bombarded with adverts about the joys of frozen food.
Now Findus has come to Denmark. And I’m puzzled. Danes simply don’t have a tradition for frozen ready meals – they’re virgins in this territory. Findus isn’t just trying to enter into a new country market. It’s attempting to change an entire nation’s eating habits. I wonder if they’ll succeed on the basis of their ad campaign, which plays on Danes’ busy lives: ‘A person spends 65 days of their life chopping vegetables’, reads a poster near my house. Is this tactic enough to get a nation – increasingly organic and health-obsessed – dashing for the frozen counter?
Mmmh, not sure. I can see a market in Denmark. But a small (single male) one. Perhaps Findus has done their homework with thorough market research and will surprise us all with whopping sales. Because this isn’t about food innovation – Brits were eating this stuff years ago! It’s about identifying new product markets. And that’s not a one-size-fits-all thing. I’ll be interested to see if Findus is still here this time next year.
I must admit – I’m a sucker for frozen ready meals!
Instead og having to buy 6 kilos of different vegetables just to make a single dish, I can buy one bag with mixed and chopped vegetables ready for use.
By the way, research shows that frozen vegetables are just as nutritious as fresh vegetables.
It’s fast, easy, tastes just fine, and it’s even healthy – that is if you choose the right meals of course… So why not save those 65 days and spend them on something more exciting than chopping veggies?
Count me in, Findus ;)
Date: December 10th, 2008 at 22:32 Name: Lene Slot Jørgensen