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  • There’s no shame in eating like a real man
  • There’s no shame in eating like a real man
    Nicola Albertini, Creative Commons (2013) ©
CASE STUDY

Hungry-Man: bigger portions for real men

Frozen meals have fallen out of favour. But Hungry-Man – one of the oldest and least healthy brands in the category – has experienced a surge in popularity. With 1,500 calorie, 'XXL' portions, could Hungry-Man's big food be seeing success by dealing in the business of indulgence?

Location United States

Scope
Frozen meals have fallen out of favour; they’re no longer the after-work quick-fix relied on by mums the world over. Frozen food sales in general have declined by 5% in as many years, a situation that only appears to be getting worse. [1][2]

Such a frosty landscape only makes it more impressive that Hungry-Man – which offers big portions and high-calorie home-style cooking – boasted growth of between 4% and 6% in 2014. As CEO Bob Gamgort explains, such growth is owed to Hungry-Man’s unashamed offering of “comfort food in ample ...

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