Sara Tencza, Rosemary Soto, Derya Teke, Takiyah Wilson
November 26, 2012
Lean Cuisine is a brand of low-fat and low calorie frozen entrées and dinners that are currently being sold in the United States, Canada, and Australia. Originally created in 1981 as a healthier alternative to the typical frozen meals, the company has greatly expanded over the years. As a product of Nestlé, Lean Cuisine currently includes a variety of traditional dinners, ethnic dishes, pizzas, whole-grain options, and paninis. Within the United States, the dinners need to meet the FDA, food and drug administrations, criteria of having less than 10g of fat, 4.5 g or less of saturated fat, and less than 95 mg of cholesterol. There are differences between the tastes and preferences of the Turkish consumer, changes in legal and political aspects with importing products to the country, and they maintain a different business environment. With the success of Lean Cuisine in the US, Canada and Australia combined with the recent expansion and success of Turkey, now is the time to enter the Turkish marketplace. When compared to the difference of the United States, the cultural aspect of Turkey is enormous. This is a reasonable challenge when trying to transform our product, Lean Cuisine, to the norms of Turkish cuisine and dining. Although, it’s difficult to make a product according to the major difference in the Turkish culture, we have accepted that challenge with our personal ideas. Thankfully, the idea of changing a food product doesn’t seem so hard after we have researched all kinds of food that are preferred and popular in this new market.
The fact that Lean Cuisine is a frozen food that’s usually sold in supermarkets across America is the biggest challenge. In Turkey, frozen ready foods aren’t as popular nor are they sold as much as they are in our home market. Usually, breakfast, lunch and dinner is made and prepared at home mostly by the women of the house. When going out, it’s normal to prepare yourself your own meal or get a bite to eat from one of the many local cafes. However, the trend is definitely growing as Turkish consumption towards ready and frozen foods is becoming more popular (Deloitte). It will take a little time for the new market to adjust compared to Americans, however it’s very possible that we will get there. These kinds of challenges are faced in any kinds of changing markets. As our duty, we have focused on key points we need to change in order for the Turkish market and culture to love Lean Cuisine.
When customizing Lean Cuisine, we took many aspects of the culture into perspective. One would be the fact that obesity is a growing issue throughout the country. Especially throughout women, obesity runs in over one out of every three, making 35% of the people all throughout Turkey (Daily News). Medical institutions and advisors have lectured about what needed to be done with Turkish citizens in order for them to stop this issue. There have also been changes within foods including adding less salt and more whole-wheat flour into the breads, an item that’s very popular throughout the majority of Turkish homes (Daily News).
The developing issue of obesity in Turkey is an advantage for Lean Cuisine because it’s able to help fix the solution; therefore, it will be in demand. Since our products offer a ready-to-go meal at a low-calorie range, the demand for it will be at a high. Lean Cuisine can act as a counterattack towards the obesity problem and many consumers will see it as a part of their balanced diet. Whether they’re going to work or staying at home, the women can enjoy a lesser calorie meal that they don’t need to prepare for in advance (Prevalence of Obesity).
In order to keep our product within its overall feature and still provide for the specific conditions in Turkey, we can offer a variety of foods that will allow Turkish consumers to continue with their...