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  • 04.16.14

FoodNavigator-USA: Can Food Be Too Convenient?

Can food be too convenient? Just ask General Mills, which saw sales of its Betty Crocker instant bakery mixes skyrocket in the 1950s as soon as it asked users to add an egg, which made housewives feel more invested in the process. But what can we learn from this 60 years on?

In a recent interview by FoodNavigator-USA’s Elaine Watson, Altitude Principal Design Strategist Craig McCarthy discussed the signs of consumers’ collective turn away from the super-simplicity of products like microwave dinners in favor of reclaiming “the experience” of food and drink. Read the full story on FoodNavigator-USA.