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.

© 2014 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
Paul Qui

Top Chef's Sensational Paul Qui Crowned Esquire's Chef of the Year

Paul Qui is definitely living the American dream. The Phillipines born chef based in Austin Texas was last night crowned Chef of the Year by Esquire magazine. The former Top Chef contestant and winner was lauded for his creative approach to cooking and his leadership skills in the kitchen.

US food Homepage

Sysco In Talks With FTC To Save US Foods Deal

Food distributor Sysco Corp's executives are in talks with the U.S. Federal Trade Commission to salvage the company's attempt to buy its smaller rival US Foods Inc, the New York Post reported.

Food Shopping

Top Health Food Trends This Year

The year 2014 is all about healthy dining. Our reporters were on the ground for the top health food trends for the year.

Food Tech
Baked doughnuts  are the best way to eat doughnuts-you slash tons of calories and fats.

Baked Doughnuts: Best Way to Eat Healthy Doughnuts

Baked doughnuts are the best way to eat doughnuts, not fried. This way of preparing doughnuts satisfies your cravings, yet takes out the guilt-feeling of eating the usual fried doughnuts. It is quick and easy recipe as you can bake it in as fast 30 minutes.

Red Cross workers distribute food at a World Food Programme storage center in Monrovia October 16, 2014.

Food Prices Up 24 Percent In Ebola-Hit Countries

Food prices have risen by an average of 24 percent across the three countries worst hit by the Ebola outbreak, forcing some families to reduce their intake to one meal a day, the World Food Program (WFP) said on Friday.

A new study by Louisiana State University researchers suggests that drinking two glasses of Tart Cherry Juice daily can help increase your sleeping time by about 90 minutes at night.

Improve your Sleep and Get Rid of Insomia with Tart Cherry Juice

Do you struggle to sleep for hours or do you wake up in the middle of the night and ends up wide awake until it's already time for you to get up?

Real Time Analytics