Tyson Foods 2002 Annual Report Download - page 11

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p 9
Tyson Foods’ branding strategy is to focus on the Tyson brand as the one national brand. Strong regional brands
such as Wright bacon will continue to be supported within their core geographic areas. Niche brands like Lady Aster
that compete in multiple distribution channels will continue to complement the Tyson brand. Tyson Foods also will
maintain strong brands in specific channels such as Bonici in foodservice.
In May, Tyson Foods introduced a new package design for its entire line of Tyson branded products. The new packages
were created to further strengthen the Tyson brand and are twice as likely as the old design to be seen by the consumer
on the shelf. Nine out of 10 consumers can quickly and easily locate the new Tyson package when placed within a
crowded competitive display, making it easier for them to set their tables with Tyson products.