Jun 7, 2009 2:51 PM

ConAgra Foods has revealed a new brand identity, created after research with multiple stakeholder groups--including customers--revealed lack of association between ConAgra Foods and its brands.

The logo itself features a new, more contemporary color palette along with a “spoon in plate” icon designed to reinforce the company’s position as a food company. The tagline, “Food you love” reinforces the individual company brands.

“Our new brand identity is an articulation of the essence of ConAgra Foods—making great food,” said Gary Rodkin, ConAgra Foods chief executive officer. “We’ve changed the company fairly dramatically over the past several years to get these strong brands and products at the core of everything we do.”

In 2008, the company sold its trading operation, exiting the commodity trading, fertilizer, and ethanol businesses. It now focuses exclusively on branded packaged food sold at grocery stores and other retailers, as well as food sold to restaurants and other manufacturers.

ConAgra Foods brands are present in 97 percent of American households, with brands such as Marie Callender’s, Hunt’s, Hebrew National, Reddi-wip, and Banquet. The company recently reinvented and reintroduced its Healthy Choice brand.