A little heat for the freezer aisle?

A coalition of CPGs tries to dispel the notion that frozen food isn't healthy

By some estimates, 98 per cent of products in the frozen aisle are experiencing flat or falling sales. The reason for the decline may stem from the fact that, these days, people equate frozen food with unhealthy.

No wonder that the companies who rely on sales from store freezers appear to be planning a substantial ad campaign to bolster frozen food sales. Their goal: to convince consumers that chilly products are indeed good for you.

A report in Advertising Age says that associations representing companies such as Nestle and ConAgra are working on a $50-million frozen-food campaign. Among the possible taglines: “Frozen: How fresh stays fresh.”

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