The brand wants to ditch its decades-long reputation as a thawed-out brick of dough with machine-cut blocks of lunch meat. Instead, it wants the microwaveable turnovers to be taken seriously as a sandwich with street cred among gastronomes.
Hot Pockets, owned by Nestle USA in Glendale, Calif., is approaching its 30th anniversary by revamping ingredients, packaging and promotion in what Marketing Director Daniel Jhung calls “the biggest relaunch in the history of the brand.”
The hope is to better appeal to the so-called millennial generation of young foodies while escaping from a recent revenue rut.
To do it, the company is stuffing its dozens of Hot Pockets varieties with more upscale ingredients, including premium meats such as shaved hickory ham and slow-cooked Angus beef. The two new types of crust include a buttery garlic option and a crispy version akin to a savory croissant.
The items, made in kitchens in Chatsworth and Kentucky, will be available not only in grocery stores but also via the recently expanded Amazon Fresh online delivery program.
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