Lean Cuisine Market in Turkey
Lean Cuisine in Turkey
Sara Tencza, Rosemary Soto, Derya Teke, Takiyah Wilson
Professor Nahra
INBS 246-02
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
Sara Tencza, Rosemary Soto, Derya Teke, Takiyah Wilson
Professor Nahra
INBS 246-02
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
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