Cancer survivors need special nutrition in order to regain their health. Since there are millions of them in the United States, they form a niche segment which a food company can serve. Kudos to Hormel for doing it. It is smart PR as well because the company is nearly half-owned by a nonprofit institute that researches cancer. Hormel didn’t just relabel a number of products and go out with them. It researched in detail how cancer patients eat and what they eat in order to find out what they need in terms of calories. Its first effort flunked because the taste wasn’t there. Its second effort is on the shelf for cancer survivors to try. Hormel isn’t going to get rich with this special line of foods but it should do OK, and it has set itself apart as a caring company.
Marston Strategic Communications
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