Frozen Food Companies Look For Image Makeover

Apr 19, 2013 01:49 PM EDT | By Jason Pollak

Frozen Food
Frozen food companies are looking to overhaul their image; here are some details on how they plan to appeal to consumers (Photo : Flickr)

Frozen Food Companies are looking to overhaul their image.  

In response to what they feel are mediocre sales, two major food organizations, The American Frozen Food Institute (AFFI) and Frozen Food Roundtable (FFR), signed a $50 million advertising deal with two ad agencies, including ad giant McCann Erickson says NPR.

Like Us on Facebook

The frozen food organizations represent some of the largest companies in the United States such as H.J Heinz, ConAgra, Kellogg Co, Nestle USA and Walmart.

One nutrition manager and registered dietician with ConAgra Foods commented on the image overhaul, saying that frozen foods are actually fresher than their counterparts in the produce section.

"What we call fresh in the supermarket is really better termed raw," said Kristin Reimers, the dietician who works for ConAgra. "A lot of times, those vegetables have been transported for days, and then sit. It could be a matter of weeks between when they're picked and consumed."

She claims, frozen vegetables are "probably more nutrient-rich than many of the raw vegetables in the produce section."

The goal of the image overhaul is to "change the way consumers think and feel about frozen food by promoting positive messaging regarding the benefits and attributes of frozen food," according to AdAge.

Although frozen food sales accounted for $5.7 billion last year, which is up 1 percent in sales according to NPR, the food giants aren't content. They are still worried about how their foods appeal to older demographics in their 30's and 40's.

NPR was able to catch up with the Vice President of Communications of AFFI, Corey Henry, who elaborated on their groundbreaking advertising plan.

"We're going to do this in a way that hasn't been done before," Henry said. You've had various voices weighing in here and there on the value of frozen. Here, frozen food manufacturers are united to weigh in in a comprehensive fashion."

According to Henry, the campaign should launch later this year.

© 2015 Food World News. All rights reserved. Do not reproduce without permission.
Get the Most Popular Food Stories in a Weekly Newsletter
TrendingOn The Web
Food Biz
Daily Mail withdraws The ‘Diet Exile’ Title Following Kim Kardashian’s Tweet

Daily Mail Withdraws The ‘Diet Exile’ Title Following Kim Kardashian’s Tweet

Kim Kardashian’s quick reactions to the annoying reference as “Diet Exile” by the Daily mail were retreated by them in response to her tweets.

Yelp’s Hunt for Top 100 US Restaurants 2016 Ends

Yelp’s Hunt for Top 100 US Restaurants 2016 Ends

Yelp’s extensive analyzing and laborious customer surveys for the top 100 U.S restaurants have finally given fruitful results.

Chipotle - shuts down

Chipotle Head Towards Gaining Trust Of Customers

Chipote's meeting on Febraury 8th briefs employees on safety standards. Chipotle is doing everything possible to win back the customers.

Food Tech
UberEats will be released March 2016

Uber News: UberEats is Coming to the US

The car service company is setting up to launch 'UberEATS', a stand alone app that will enable its users from Los Angeles, Chicago, New York, Austin, San Francisco, Washington D.C., Houston, Seattle and Dallas to utilize their food delivery service

Glass of Water

Charcoal Water: Its Health Benefits and What It Can Do For a Bloated Stomach

Now that juices and detox cleansing have become quite the norm, mixologists are itching to bring something new to the table. Enter: Activated charcoal.

Mobile Order and Pay

Starbucks Mobile App Hits 1M Mark, Mobile Order & Pay Sets New Milestone

Starbucks has reached another milestone after its newest technological innovation was launched. The coffee company giant has received and has processed 1 million orders from US customers through their mobile application.

Real Time Analytics