General Mills drops ‘Hamburger’ from ‘Helper’ redesign

Have the vegetarians won? Not to worry, carnivores—it isn’t quite all that dramatic.

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Whether Instagramming Betty Crocker, creating an augmented reality Lucky Charms or injecting Cheerios into discussions about race relations, the company essentially has to take products that America knows and loves and give them a new coat of paint.

Such is the case with Hamburger Helper. If you’re like me, you haven’t eaten Hamburger Helper since you were a kid (or in a moment of collegiate desperation). That may be part of the reason why the Minneapolis-based company is dropping “hamburger” from the name.

Say hello to “Helper.” The name change and a box redesign are part of an effort to revive the brand, which the company’s CEO, Ken Powell, labeled as “languishing.”

From Businessweek:

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