Busy, hungry and hardworking people need a quick and easy meal solution. They don’t have time for 5-minute frozen dinners or fancy marketing speak. So we embraced the real way real people talk to drive home our incredible 60-second speed and satisfaction. With a few well-placed beeps, we turned the audible noise of the microwave into our signature sound to own the microwavable meal category. And we had some fun censoring salt of the earth language along the way.