LeMenu goes American

Dagnoli, Judann
November 1991
Advertising Age;11/18/1991, Vol. 62 Issue 49, p3
Trade Publication
This article reports on the repositioning of the LeMenu frozen dinners of Campbell Soup Co. with a new line styled after casual eateries such as Bennigan's, Houlihan's and T.G.I. Fridays as of October 1991. The company will introduce nationally LeMenu New American Cuisine, a 12-item premium line, in January backed by $18 million in advertising. New American Cuisine takes a page from casual restaurants and offers such non-traditional frozen dinner side components as rice and black bean medley, spinach and mushroom gratin, and cranberry cornbread stuffing.


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