Frozen food makers have launched their first national TV ad in defense of their products as the category fights to boost slipping sales. The ad includes the tag line, “Frozen: How Fresh Stays Fresh,” and is intended to address negative misconceptions people have about frozen foods. In a phone interview, Kraig Naasz, president of the American Frozen Food Institute, disclosed that the group plans to invest as much as $90 million in the campaign over three years.1
“This is a long-term strategy. The primary purpose is to enter into a dialogue with consumers,” he said. In the 30-second commercial, a voiceover states that “freezing is nature’s pause button.” It also asks viewers to take “fresh look at frozen,” as images of appealing foods that were apparently once frozen are shown.
The campaign also is tapping registered dietitian and author Keri Glassman as a representative to talk about the benefits of frozen foods in public appearances.
Since early times, farmers, fishermen, and trappers have preserved their game and produce in unheated buildings during the winter season. Freezing food slows down decomposition by turning residual moisture into ice, inhibiting the growth of most bacterial species. Freezing is an effective form of food preservation because the pathogens that cause food spoilage are killed or do not grow very rapidly at reduced temperatures.2
According to the National Center for Home Food Preservation: “when properly done [Freezing] can preserve most of the quality of the fresh product. “3
In the meantime, frozen food makers have also been revamping their product lineups to better suit eating trends. ConAgra, for instance, simplified the recipes for its Healthy Choice line to remove chemicals that people might find objectionable. Nestle’s Lean Cuisine also introduced an “Honestly Good” line that is touts its natural ingredients.