I’m not ranting about convenience foods as such. I love convenience foods. I’m sitting here eating turkey with Heinz Fat-Free Roasted Turkey Gravy out of a jar poured over it. It’s the kit that bugs me.
The marketing ploy is twofold. First, that you’re paying a great deal more for unnecessary special re-packaging of food substances that individually are among the cheapest convenience foods known to man. The big box of instant mashed potatoes costs about $3.00 and the packet of instant gravy mix is about 79 cents. The 26.7 ounce box of Hungry Jack that I have here says it makes about 34 servings, so that’s about 10 cents a serving, and the packet of gravy usually makes a cup of gravy, which you could figure would be four servings, or 20 cents a serving. So for one serving that’s 30 cents worth of mashed potato and gravy, and I haven’t looked at the Kit that closely, but I’m betting it works out at quite a bit more. You always pay for packaging, for one thing.
But–it’s just the whole idea of the “kit” that I find silly. Just plain silly. And that’s the second half of the ploy–this is obviously just the next logical step in food marketing aimed at the Tired ‘N’ Hungry Working Parent. She stops by Wal-Mart on the way home from work to pick up something for supper, sees this mashed-potato-and-gravy “kit” on the end of the aisle, and since she’s tired and hungry and her decision-making capability is impaired, she thinks, “Oh, mashed potatoes and gravy” and she grabs one to go along with her boneless skinless chicken breasts. (Not that I have anything against those, they’re lovely).
So I’m not saying, “Everybody who buys one of these is a nitwit.” I understand that there may be intelligent people out there who make calm, rational decisions to take one of these kits home, and to them I say, “Hey, go for it, chacun a son gout, y’all.” But I think that the majority of the people who buy these don’t think about it. I think it’s another in a series of items that don’t really fill a market niche or need–they’re only offered as impulse item “food-as-toy” or “food-as-entertainment”, like Go-Gurt. It isn’t about “eating”, it’s about “playing with the gadget”. Pop open the cute little lids, etc.
Because if they stopped and thought about it for a minute, they’d make a quick trip down to the Instant Mashed Potato aisle, and then swing by the Gravy Packages on the way out, and if they grabbed a handful of gravy packets, and got the big box of mashed p., they’d be set for at least five or six meals, instead of “just for tonight”. And a lot cheaper, too.
I thought instant Lipton iced tea in a can was silly, too. What, you can’t buy a big jar of powdered “stuff” and mix it in a glass as needed?