Sarah Nassauer describes how food companies categorize their customers:
“The [Passionate Kitchen Master] kitchen has brushed stainless steel and is stocked with food-lover items like Le Creuset pots and the Quintessential Quinoa Cookbook. About 17% of the population, falls into this category of people who love to cook, usually have the time to do so, and know how to make many dishes without a recipe, Ms. Freiman says.
“On the opposite end of the spectrum, Campbell reasons about 10% of the population, are ‘Uninvolved Quick Fixers,’ people who don’t enjoy cooking and would be happy to snack their way through the week if it weren’t for family obligations. Half eaten bags of chips, pretzels and other snacks fill one large corner of this cook’s kitchen at Campbell headquarters. For them ‘holiday hosting might be heating a side dish that was frozen,’ Ms. Freiman says.”