Building a $125M Growth Platform at ConAgra Brands
The Company
ConAgra Brands is a leading U.S. consumer packaged goods company with a portfolio of more than 100 brands, including household names such as Hunt's, Orville Redenbacher, and Healthy Choice. The company has a long history of delivering innovation and value-added products across the food category.
The Challenge
Despite having 27 brands generating more than $100M in annual retail sales, ConAgra was facing consistent revenue declines. To reverse the trajectory and unlock growth new growth, the company set an ambitious goal of generating $200M in incremental revenue through breakthrough innovation and new go-to-market strategies.
Existing product lines were no longer delivering the growth needed. ConAgra needed a scalable, incremental growth platform capable of generating immediate revenue while reinvigorating stagnant categories.
The Approach
I led the creation and launch of ConAgra's first incremental growth platform, designed to create new revenue through product innovation and a differentiated go-to-market approach. The initiative included the development and introduction of Homestyle Bakes, a meal-in-a-box solution created for busy familiess.
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Developed and introduced Homestyle Bakes, a meal-in-a-box product designed for busy families.
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Oversaw positioning, packaging, and campaign execution for launch.
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Ran four regional test markets to validate product-market fit.
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Drove cross-functional alignment to accelerate rollout
The Results
The new growth platform demonstrated significant revenue potential and created a path to broader scale.
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Generated $125M in revenue across four test markets
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Delivered 10% growth in the category
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Became the #1 best-selling new product in its segment
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Earned executive approval for an expedited national launch
Need marketing strategy and leadership to unlock new sources of growth?
Katie Ryan Kurtz
Product Management
"Lisa is strategic, creative, and energetic. She sees the big picture AND is great at managing details. She has an amazing personality and is great motivator to those who work with and for her."
David Rohdy
New Business & Strategy
"Lisa was primarily responsible for establishing the first totally incremental growth platform that ConAgra Products has launched. Lisa’s energy, enthusiasm, strong communications skills, and risk taking served her well.”