The line has 45% less sodium than its predecessor. Sodium content ranges from 430 to 890 mg and averages 220 mg per 3.5 ounces of product, versus 432 mg per 3.5 ounces in the discontinued meal kits.
Skillet Creations, each containing two portions, are positioned as a convenient way for busy couples to prepare high-quality meals at home without high sodium levels.
"With more than 70% of Americans exceeding the daily recommended amount of sodium consumption, Tyson Foods understands the importance of providing home-cooked meal solutions that feature sensible sodium levels without sacrificing great taste," said director of marketing Rachel Marler, in a statement.
In addition to reduced sodium, Skillet Creations offers one-step, one-minute preparation, improved meat quality and fire-roasted vegetables. The previous kits contained three to four individual components and took 15 to 20 minutes to prepare.
The meal kits come in five varieties: Grilled Chicken Fajitas, Grilled Steak Fajitas, Grilled Chicken Tuscany & Penne, Asian Style Orange Chicken and Stroganoff.
Senior brand manager Kathryn Baker tells Marketing Daily that the launch will be supported by advertising in Meredith Magazines' Better Homes and Gardens, Ladies' Home Journal and More, as well as targeted Web sites.
Chef/nutritionist Robin Miller, host of Food Network's "Quick Fix Meals With Robin Miller," will act as a spokesperson/press relations person for the new line's public relations campaign, in an extension of a relationship formed with Tyson last August. Tips from Miller are featured on the Tyson site embracedinner.com.