Prego taps into consumer desire for all things farm related
Prego’s new Farmers’ Market marinara sauces are a strategic attempt to court consumers drawn to the farm to fork movement and who want local, fresh food. The brown craft paper-esque label gives the most real estate to the words Farmers’ Market and scrunches the Prego brand name up in the left corner. The sauce is as different as the label. It has 30% less added sugar than traditional Prego marinara for a total of 7 grams versus 10 grams. It also has a “roughly chopped” mouth-feel that is similar to what a home cook would achieve with blender or immersion stick, according to a spokesman.