Sara Lee to Enhance Meat Brands
Sara Lee (NASDAQ: SLE) plans to boost the image of its meat brands, according to an internal document leaked to MotherJones.com. Its packaged meat brands currently include Ball Park franks, Jimmy Dean sausages and Hillshire Farm deli meats. The rebranding is part of the ongoing process of splitting Sara Lee's North American retail unit from its international coffee business.
The food company intends to “evolve” its Hillshire Farm lunchmeats and to launch two premium deli brands. The new brand image will focus on handcrafted farming, curing and butchering practices. For instance, the lunchmeat line will feature enhanced flavorings such as cracked pepper turkey and summer honey infused ham. The packaging will include modern labels that stand out from competing brands in the grocer's case.
If the strategy sounds familiar, it may be because it is similar to recent rebranding efforts by Domino's Pizza (NYSE: DPZ) and others. Sara Lee has applied for new trademarks for Blazing Star Meats and Mallet & Bone.
Sara Lee declined to comment on rumors but said it will unveil its plans at its investor day in March.
