[jnorthrop]

Those are all excellent questions. Unfortunately I don't have all of the answers. I know he test marketed the changes and that it failed -- it never made it to a full national roll-out. The way he tells the story is that he tried improving the quality of the food and promoted it on the package but kept all other variables equal (most notably price) and it was met with disgruntled customers and sales suffered. I guess I can say that this was a prepared meal product -- Ultimately what worked was sticking with the low quality ingredients, including more of them and ditching the veggies. In the end he did turn the brand around with this strategy.