LIGHTLIFE FOODS - FROZEN BRAND EXTENSION
Lightlife was launching a product extension — vegan, frozen, heat-and-eat meals that were delicious, protein packed, and good for you.
Almost 70% of our flexitarian audience admitted to trying to pass off frozen meals as homemade. Instead of cooking, these millennials were spending their free time on leisure activities, on hobbies, and on going out to eat with friends but they felt deep shame for their reliance on the frozen aisle. The new walk of shame was the trip from their freezer to their microwave.
The good news? With Lightlife they had a frozen meal option that they could be proud of.