US food company Hillshire Brands is planning to introduce new products in frozen breakfast category in an effort to become the most innovative meat-centric company in North America.
The offerings will range from easy-to-heat breakfast bowls, quesadillas and burritos to egg sandwiches, and will be strengthened through enhanced marketing and advertising, reported Chicago Tribune.
Hillshire Brands chief executive officer Sean Connolly was quoted by the publication as saying: "Historically a lot of our energy in R&D team and the supply chain team was focused on taking costs out of our products.''
''Now we've got a healthy balance between innovation and growth as well as the need to always be efficient in our operations,'' Connolly added.
Having set a goal of new products comprising 13 to 15% of sales by 2015, the company is planning to increase its investment in marketing, advertising and promotions by 5%, compared to existing 3.5% by 2015.
The Hillshire Brands, formerly Sara Lee, focuses on meat-centric food products and foodservice operations and offers several consumer brands, such as Jimmy Dean, Hillshire Farm, Ball Park, Aidells, Gallo Salame and State Fair.
