Sara Lee 2011 Annual Report Download - page 13

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Sara Lee Corporation 11Sara Lee Corporation 11
KEY BRANDS DRIVE GROWTH
Our North American Meat company is
building its future from a solid founda-
tion of well-known brands, including
Jimmy Dean, Hillshire Farm, Ball Park
and
Sara Lee
. These are names that
command national recognition as
market leaders and hold the enviable
status of being the number one ranked
brand in diverse categories, such as
protein breakfast, cocktail and smoked
sausages and hot dogs. Over the years
our key brands have successfully
migrated from staple products to
a platform of value-added meals and
meal components. One of our greatest
successes is the conversion of the
Jimmy Dean
brand from a commodity
roll sausage to a complete breakfast
platform, focused on adding value
through convenience and health and
wellness. We plan to expand our key
brands even further based on the prin-
ciples that have proven successful for
Jimmy Dean
. As consumers become
more health conscious and aware of
food origins, they are more willing to pay
for premium propositions. We plan to
increase our presence in the premium,
natural and organic segment, and our
recent acquisition of
Aidells
is an
important step in that direction. Our
goal is to become the most insightful,
fastest moving consumer goods com-
pany in the meat sector with market
leading innovation based on emerging
consumer trends.