Published: September 13, 2010

Wolf Brand Chili Stakes out New Territory in the Midwest

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OMAHA, Neb. - (BUSINESS WIRE) - Wolf Brand Chili, a brand of ConAgra Foods, is expanding distribution and now is available at major retailers in Kansas, Nebraska, Iowa, Missouri, Illinois, Ohio, Michigan, Wisconsin, Minnesota, North Dakota and South Dakota. This is the brand's first major expansion outside the South Central U.S., where the authentic Texas-style chili holds the No. 1 place in market share.

The brand's expansion was driven by consumer research that showed even though the Midwest has the highest index of chili consumption in the nation, the region reports only moderate canned chili sales.¹ "Chili eaters in the Midwest are more likely to make their chili from scratch," said Arnicia Fleming, brand manager, ConAgra Foods. "We think Midwesterners will convert to Wolf Brand Chili, because they found the quality and bold flavors of Wolf Brand Chili more reminiscent of homemade than other canned chili brands²."

Consumer research also led to the development of the new Homestyle variety. Consumers reported that they like more vegetables in their chili, and the new variety contains onions, tomatoes and green peppers. Homestyle will be on shelf at retailers next to Original with Beans, Original No Beans and Turkey with Beans. The varieties retail for $1.67.

The expansion of the brand and the launch of new Homestyle is supported by a television campaign and a series of free-standing inserts scheduled for the fall and winter - peak chili season.

"Wolf Brand Chili gives consumers the premium, homemade taste they want and the convenience they need," Fleming said.

Wolf Brand Chili is a brand of ConAgra Foods, Inc., (NYSE: CAG) one of North America's leading food companies, with brands in 97 percent of America's households. Consumers find Banquet, Chef Boyardee, Egg Beaters, Healthy Choice, Hebrew National, Hunt's, Marie Callender's, Orville Redenbacher's, PAM, Peter Pan, Reddi-wip, Slim Jim, Snack Pack and many other ConAgra Foods brands in grocery, convenience, mass merchandise and club stores. ConAgra Foods also has a strong business-to-business presence, supplying frozen potato and sweet potato products as well as other vegetable, spice and grain products to a variety of well-known restaurants, foodservice operators and commercial customers. For more information, please visit us at www.conagrafoods.com.

¹ NPD Group, NET data, 2/09

² Consumer qualitative, 8/31/09

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