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Frozen Food Makers Hope To Change The Public Image Of Their Products

April 19, 2013: 12:00 AM EST
Frozen food manufacturers worried about consumer perceptions of fresh foods versus frozen want to set the record straight about their products. So several big companies – General Mills, Heinz, ConAgra, etc. – have banded together into the Frozen Food Roundtable to get their message about the benefits of frozen foods out to the public “in a comprehensive fashion”. They have allocated $50 million to hire two ad agencies to change how consumers think about frozen foods “by promoting positive messaging”. Frozen vegetables don’t seem to be in that much trouble, sales-wise. Revenues last year were $5.7 billion, up about one percent. Frozen fruit sales totaled $422 million, up 8 percent. Frozen entrees haven’t fared as well, as consumers continue to worry about nutrition.
Nancy Shute, "Frozen Food Gets Ready For Its Image Upgrade", Report, NPR, April 19, 2013, © NPR
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