Hot Pockets Makes Changes To Appeal To Maturing Millennials

Jeff Mauro Hot Pocket commercialJeff Mauro

Hot Pockets is hoping a “Better Taste. Better Quality” campaign will appeal to maturing millennials.

Bloomberg Businessweek reported that the microwaveable turnover maker, owned by Nestlé, is targeting its ageing core customers — teenagers and young adult men — with retooled sandwiches that taste better.

U.S. sales of Hot Pockets fell $30 million from 2009 to 2010 and the company laid off employees last year.

The hope is improved ingredients, including 100% Angus beef and hickory smoked ham, will draw consumers who are growing more concerned with the quality of their food.

After 30 years, Hot Pockets also is aiming to improve the brand’s image. Part of a new ad featuring celebrity chef Jeff Mauro says the new recipes include “real cheese,” even though the cheese was always real. The perception was that it was artificial before.

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