New Direction Shines Spotlight on
Delicious, Premium Freeze-Dried Meals, Broadening Appeal to New and
Seasoned Outdoor Enthusiasts
ALBANY,
Ore, May 15, 2024 /PRNewswire/ -- Mountain
House®, the #1 brand offering freeze-dried meals for
outdoor adventure, is contemporizing its look and strengthening the
brand's focus on premium taste with a holistic brand refresh across
all marketing channels. Following consumer research and inspired by
efforts to reach modern-day outdoor adventurers, the refresh
includes new packaging showcasing the great-taste guarantee, two
new flavors – Chicken Tikka Masala
and Kung Pao Chicken – to respond to a growing interest in globally
inspired comfort food preferences, a more informative website, and
the brand's first marketing effort in decades.
To introduce an ever-growing outdoor community to the comfort
and convenience of its freeze-dried meals, the market leader is
also launching a national advertising campaign "Adventure Made
Delicious."
"Since 1969, Mountain House has been a trusted food source for
campers, backpackers, hunters, and anglers. Our meals are cooked in
small batches, just like you would at home, then freeze-dried for a
convenient, comforting, homemade option," remarks Craig Mickey, Chief Commercial Officer, Oregon
Freeze Dry Food Division. "The aim of our refresh is to introduce
Mountain House and our fool-proof, batch-made meals to a new
generation of outdoor adventure seekers, and with our Taste
Guarantee, show just how confident we are that our meals are
delicious."
Consumer research revealed a rising consumer interest in
freeze-dried meals, but also a knowledge gap. To address this,
Mountain House is launching a new identity and packaging design
that demystifies the category and attracts new shoppers. Appetizing
food photography puts its delicious meals front-and-center and an
unmatched Taste Guarantee, with an offer to swap for another meal
if a consumer isn't satisfied, backs up the quality.
New Flavors Launch in Refreshed
Packaging
To broaden product appeal to the "takeout" generation and
address new comfort food preferences, Mountain House is introducing
two new flavors, both made in the USA with real ingredients:
- Chicken Tikka Masala – By popular request, tender chicken,
green peas, cauliflower, and a hearty helping of rice mingle in a
rich, creamy sauce made with the perfect blend of ten traditional
spices. This gluten-free meal features 24g of protein per pouch and
just the right amount of kick.
- Kung Pao Chicken – Indulge in the epic flavors of your
favorite takeout wherever your adventure leads. Grilled chicken
strips, zucchini, bell peppers, tamari soy sauce, oyster sauce, and
a dash of red pepper flakes combine with aromatic basmati rice for
a crave-worthy dish. Featuring 32g of protein, this gluten-free
meal is heavy on flavor and light on your pack.
The new varieties bring Mountain House's full lineup of
freeze-dried Adventure Meals™ to 26 recipes, including bestsellers
like Beef Stroganoff, Breakfast Skillet, and the newly reformulated
Chicken & Mashed Potatoes in the brand's refreshed
packaging.
Mountain House products can be found at retailers nationwide
including REI, Bass Pro, Dick's Sporting Goods, Cabela's, Walmart,
and Fred Meyer, as well as online at
www.mountainhouse.com and amazon.com. New flavors have an MSRP of
$11.50 per pouch (two servings);
additional products range in price based on size and product
offering.
Hi-Res Product, Packaging and Campaign Imagery
Available
Credit: Mountain House
ABOUT MOUNTAIN HOUSE
Named after an Oregon restaurant on the slope of the Cascades
that once welcomed outdoorspeople with warm meals after full days
of adventure, Mountain House is the freeze-dried meal category
leader. With its great taste, ease of use and reliability the brand
has been helping backpackers, hikers, anglers and hunters stay out
longer and go out further since 1969, offering comfort under any
condition. Mountain House has a 55-year legacy proudly serving
wholesome, delicious meals to the US military. All of its products
are backed by a Taste Guarantee and a proven shelf life of 30
years. For more information and a complete list of products, visit
www.mountainhouse.com.
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SOURCE Mountain House®