Overview –Cucina Fresca was one of tOverview –Cucina Cucina Fresca was one of the first pasta companies to introduce a fast and easy solution

Overview –Cucina Fresca was one of the first pasta companies to introduce a fast and easy solution for dinner Cucina Fresca was one of the first pasta companies to introduce a fast and easy solution for dinner meals. The brand was a frontrunner due to the innovation of a healthy multigrain product that didn’t sacrifice taste. The refrigerated packaging offered proportions perfect for two to three people. Now, they are testing and looking to find a pizza product that mimics the same values. While the pizza line is still undergoing innovation and transformation it is important for the brand to focus on their strengths, ease and health, in order to maintain their reputation and image.

Objective- TTo create a frozen/refrigerated pizza line for Cucina Fresca, while maintaining the healthy image that reflects their current respectable brand. According to the exhibits, there is a high demand for the ease, and the healthy lifestyle associated with the brand already exists.

Problem – The problem lies not with the brand but the convenience of the product.

Target audience – AA twenty-five year old recently engaged businessman who has trouble making time for dinner. Much like his wife, they struggle to find enough time to cook and clean up. Between their busy work sched-ules and relatively low but respectable budgets, they usually settle for unhealthy fast food. While his busy schedule explains his lack of culinary skills, it does not explain his unhealthy diet.

Single Most Important Thought – To create the healthiest premade pizza that cooks in minutes and requires minimal preparation. This will make the consumer feel they are getting the healthiest and fastest dinner substitution.

Competitors - Kraft, Nestle, Organic Pizza’s, take out, restaurants, and take-and-bake.

Current Thought –There is already a large loyal consumer base for Cucina Fresca generated from their healthy pasta line. I know little about their pizza kits but am familiar with the quality of Cucina Fresca’s products. The ease and health are the two most important attributes for me and my family. For the mostpart, I think pizza is unhealthy.

DesiDesired Thought - Cucina Fresca Pizza’s are the healthiest and easiest solution to a well balanced dinner.

Rational – Consumers desire a fast and easy pizza that maintains the health benefits of the brand’s products. Current test problem – Making a kit is not the solution; it poses a problem that eliminates the easy of the product. Requiring Making a kit is not the solution; it poses a problem that eliminates the easy of the product. Requiring customers to assemble the pizza step-by-step poses as an obstacle for those looking for something fast and easy. Cucina Fresca’s brand image is just as much about ease as it is health.

Cucina Fresca Brief