Frozen Food Companies Look For Image Makeover

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

  • print
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
Shake Shack Raises Prices For Upcoming IPO

Shake Shack Instagram 100 Times More Crowded Than McDonald’s, As Wall Street NYC Fast Casual Franchise

Last January, the fast-growing New York City-based fast casual franchise went public and made more money from the starting point that had been calculated, and they made news once again after it was found that some of the top managers were gathering part of the IPO revenue; now, a new study has found that Shake Shack’s Instagram page is way more popular than that of its competitors.

Jimmy Fallon Surprises Fans at Ben & Jerry's

Viral Video Jimmy Fallon Ben & Jerry’s: Customers Get Served ‘The Tonight Dough’ … By Jimmy Fallon!

Earlier this week, Food World News reported that they’d be releasing an ice cream to honor the first anniversary of Jimmy Fallon’s hosting job in “The Tonight Show,” with a delicious flavor called “The Tonight Dough” – and now, the host himself shows his commitment to ice cream by serving it up to customers himself!

Food Label Claims That You Need To Watch For

Food Label Claims That You Need To Watch For

Are you food label addict? Wait until you read this. Not all you see in the food label means true. If a food you picked is labeled fat-free or all-natural, check the ingredients before you put that into your cart.

Food Tech
Burgeoning Craft Beer Industry Creates Niche Market For Limited Release Beers

Next Glass App: The App That Chooses Wine And Beer You’ll Love!

For those who love to have a nice glass of wine or beer during the weekends - which is just about everyone or almost -, there's a new way to keep the guessing out of the way you choose what to drink: the Next Glass app chooses drinks according to what you love!

A national survey done by the North Carolina State University and the University of Minnesota representatives suggests that most U.S. consumers are ready to accept genetically modified and nanotech products if it is enhanced with nutrition and are safe.

U.S. Consumers, Ready To Accept Genetically Modified, Nanotech Products If It Is Healthy And Safe, New Survey Reveals

A national survey done by the North Carolina State University and the University of Minnesota representatives suggests that most U.S. consumers are ready to accept genetically modified and nanotech products if it is enhanced with nutrition and are safe.

Starbucks Introduces Wireless Chargers In 200 Stores

Starbucks Introduces Wireless Chargers In 200 Stores

Starbucks Wireless Chargers – Starbucks announced that from Tuesday, there would be 200 stores in the San Francisco Bay Area which count with wireless charging spots.

Real Time Analytics