How About An Angus Beef Hot Pocket? Brand Reinvents After 30 Years
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The Urban Dictionary describes them as “the most delicious form of evil.” In a rant viewed more than 2 million times on YouTube, comedian Jim Gaffigan likens them to Pop Tarts filled with “nasty meat,” best enjoyed if you are “drunk or heading home to a trailer.”
Suffice it to say, the Hot Pocket has a bit of a quality-perception problem. But as the Nestle-owned brand turns 30, it’s taking on the criticism with a major makeover and campaign touting better ingredients such as 100% angus beef, hickory ham, white-meat chicken and new crusts with baked-in flavors like garlic butter.
“We appreciate the press,” said Brand Manager Kevin Holmes, alluding to the brand’s well-established place in pop culture. “But we do feel like it’s time for us to change the perceptions of quality for the brand.”
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