Progressive Grocer

DEC 2016

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58 | Progressive Grocer | Ahead of What's Next | December 2016 Frozen Foods Growth Strategies "Many shoppers are in search of a healthy and affordable meal solution that they can feed their family," says Bluzette Carline, director of marketing for Jacksonville, Fla.-based Beaver Street Fisheries. "Busy lives call for quick and easy meal solutions." e freezer aisle has a lot of opportunity for expanding category management by pairing frozen items with other foods and beverages in the store to provide a complete meal solution. e concept of meal assembly using frozen ingredients and full meals is one that NFRA has brought into a majority of its content development and consumer outreach. "Meal assembly can be as easy as pairing a fully prepped frozen lasagna with a starter salad for a full meal," Henderson says, adding that gro- cers can demonstrate to consumers that "whether it's picking up a frozen entrée or adding frozen ingredients to a homemade meal, frozen foods help make mealtime prep a breeze." A NFRA consumer survey found that about 55 percent of women depend on the convenience of frozen foods when getting dinner on the table. With the average meal taking nearly an hour of to- tal prep time, "perfectly portioned, ready-to-cook meals save time and guesswork," Henderson says. "Consumers looking for simple, healthy products can find nutrient-rich frozen fruits and vegetables captured at the height of ripeness available in the frozen aisle. All the cleaning and chopping is done, saving time and eliminating waste." 4 Showcase Variety and Innovation Consumers "want authenticity from their favorite brands when it comes to packag- ing and product representation," Carline asserts. To that end, manufacturers of frozen foods are responding to consumers' desires for simple ingredi- ent lists, more organic options, single-serve portions and cul- turally inspired flavors. "From signage to demos, retail- ers can showcase the many innova- tive products the frozen aisle has to offer," Henderson says. "Sam- pling takes the guesswork out of a purchase and is proven to create sales lifts." Earlier this year, e Schwan Food Co., in Marshall, Minn., created Schwan's Chef Collective, a team of chefs that will help develop the next generation of Schwan-branded frozen foods, which include the Red Baron, Freschetta, Mrs. Smith's and Pagoda brands. "We believe the Schwan's Chef Collective Source: NFRA F rozen FI x With proper promotion, the frozen food aisle can become a destination for need states such as breakfast, ethnic foods and afternoon snacks.

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