American Consumers Urged to Take a Fresh Look at Frozen Foods

The American Frozen Food Institute (AFFI) launched a national effort to encourage consumers to take a fresh look at frozen foods through the “Frozen. How Fresh Stays Fresh.” category education and promotion initiative, launched on May 13.

Leading American frozen food makers have come together to launch this first-of-a kind national dialogue to inform and remind consumers that freezing simply pauses just-picked, just-baked and just-crafted foods, locking in their freshness, flavour and nutrients.

The “Frozen. How Fresh Stays Fresh.” initiative is a three-year, USD30 million per year effort to engage consumers where they live, work and shop through national television, digital and print advertising, online engagement and in-store and out-of-store promotion, according to AFFI’s announcement.

“Keeping food fresh is what freezing is all about. Freezing is simply nature’s pause button that keeps fresh foods at their peak of freshness. We are excited to talk with consumers about the many benefits of frozen food and encourage shoppers to visit the frozen food aisle and take a fresh look at frozen,” said Kraig R. Naasz, AFFI president and CEO. 

The “Frozen. How Fresh Stays Fresh.” consumer education initiative is being supported by AFFI members who make some of America’s most popular foods, including ConAgra Foods, General Mills, Heinz, Hillshire Brands, Jasper Wyman & Son, Kellogg’s, Lakeside Foods, Nestlé USA, Pinnacle Foods, Schwan’s Foods and Seneca Foods.

America’s frozen food makers supporting the “Frozen. How Fresh Stays Fresh.” initiative invite consumers to take a fresh look at the wide variety of tasty, healthy and easy-to-prepare products in the frozen food aisle.