Natural ingredients may help frozen food sales

Category could get boost by using organic, natural ingredients

When mulling over their food choices, many consumers link the concept of "healthy" with "fresh."

This has, over time, impacted their perceptions--and the sales of--frozen meals. But, according to a recent MediaPost article, there may be a silver lining in a category that's also taken a hit from the wide selection of HMR offerings available at grocery stores.

Howard Waxman, author of a new Packaged Facts report on frozen food segments, comments that there are promising opportunities for the more organic and natural frozen foods coming onto the market.

The article lists Annie's, which makes frozen entrees, pizzas and snacks that are natural or organic, as well as ConAgra, which is introducing more natural ingredients in its frozen offerings.

Read the full article here.

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