Naming In The News

Strategic Name Development Partners With Gold'n Plump Poultry to Create Bake It Easy™ Brand Name

Gold'n Plump's new "Bake It Easy™" product line was named by Strategic Name Development, Inc., a brand name consultancy that develops product names, taglines, logos and conducts brand name research with its proprietary Name DNA Validation™ methodology for Fortune 500 companies.

Gold'n Plump Bake It Easy chicken Bake It Easy™ was selected as one of the Best New Products of 2006, across all categories, by Stagnito's New Products magazine, ranking 5th overall. The contest of 62 entries was based on the important elements of overall appeal, new and different, and purchase intent.

"Strategic Name Development was a wonderful resource, providing both creativity and strategic thinking to develop the Bake It Easy™ brand name that is not only memorable, but conveys and reinforces the key product benefits and point of difference," said Tracy Miller, Senior Product Development Manager, New Products.

With Bake It Easy™, Gold'n Plump has emphasized convenience, allowing consumers to "add" to the product if desired, while the packaging is oven-ready, enabling consumers to not have to touch the chicken and make cleanup easy.

"We were delighted to develop the Bake It Easy™ brand name for Gold'n Plump and to partner with them on this very important initiative," said William Lozito, President of Strategic Name Development.

When Gold'n Plump was developing this new line of refrigerated seasoned chicken, the intent was to create a product name that emphasized a balance of emotional benefits to consumers with simple and familiar language while, at the same time, driving home convenience. The ease of pronunciation, fresh language, and emphasis on easy preparation are what made the name work well for the client.

About Gold'n Plump Poultry

Based in St. Cloud, Minn., Gold'n Plump Poultry is a family-owned provider of premium chicken products to retail, deli and foodservice customers throughout the Midwest and in other parts of the country. The company employs about 1,600 people and partners with more than 250 growers in Minnesota and Wisconsin to produce wholesome, high-quality chicken.

For more information on its full line of poultry products, as well as side-dish suggestions, innovative chicken-based recipes, general cooking and safe handling tips, nutrition information and Gold'n Plump's company background, visit

About Strategic Name Development, Inc.

Strategic Name Development, Inc., partners with companies to develop brand names, taglines, logos, and conducts brand name research. The brand name consultancy combines the three forces of linguistics, creativity and target-market research to build brands that are instantly recognizable, memorable and strategically sound. For more information about Strategic Name Development, visit

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Diane Prange
William Lozito