Enlarge image i Are you pondering wholesome and nutritious?
Are you pondering healthful and nutritious?
Alarmed by a nation that increasingly equates fresh with wholesome, the frozen food business has a message for you.
"What we call fresh in the supermarket is genuinely far better termed raw," says Kristin Reimers, a registered dietitian and manager of nutrition for ConAgra Foods. "A lot of instances, people vegetables have been transported for days, and then sit. It could be a matter of weeks between when they're picked and consumed."
Frozen veggies, she says, are " almost certainly more nutrient- wealthy than several of the raw vegetables in the generate segment."
We called Reimers following seeing that the frozen meals marketplace just hired two big ad agencies for a $50 million campaign to convince us that frozen food is good.
ConAgra is one particular member of the new Frozen Food Roundtable, along with Basic Mills, Heinz, Kellogg and other massive suppliers. They have ordered up a campaign " intended to modify the way buyers believe and come to feel about frozen food by marketing beneficial messaging regarding the positive aspects and attributes of frozen food," according to Ad Age.
"We're going to do this in a way that has not been performed just before," says Corey Henry, vice president of communications at the American Frozen Foods Institute, which hosts the Roundtable. He advised The Salt: " You've had different voices weighing in right here and there on the value of frozen. Right here, frozen foods producers are united to weigh in in a comprehensive fashion."
The campaign should launch later this 12 months, Henry says.
We at The Salt have plenty of frozen vegetables in our household freezers: Brussels sprouts and kale and lima beans, to identify just a couple of. And the Science Desk freezer is complete of single-serve meals that persons have stashed for lunch on deadline. So we figure this is not an industry on the ropes.
Indeed, frozen greens continue to be popular, racking up $ 5. 7 billion in revenue final year, up about 1 percent. Frozen fruit product sales totaled $422 million, up 8 %, according to AFFI. And frozen breakfast objects have been posting robust sales.
But in an era when even Wendy's is marketing " often fresh, under no circumstances frozen," producers be concerned that longevity and ease are no longer offering points, especially between 35- to 44- 12 months -olds.
A single sector survey observed that persons are much more optimistic about frozen veggies than they are about frozen entrees, with " major concerns with the nutritional worth and a standard feeling that frozen foods are not as excellent as fresh," according to Ad Age.
Newer technologies like steaming and unique baking trays have made frozen meals taste fresher, and lowered troubles from inconsistent heating in microwaves, Reimers says.
Research comparing the nutrient content of frozen greens with fresh find that frozen ones are almost as fantastic. But there are loads of variables, which includes how long fresh greens have been stored since picking, how long their frozen counterparts have been interred in the home freezer, and how both types are cooked.
In a "visionary video" that ConAgra posted on YouTube last month, two gals text just about every other as each and every heads off to the farmers marketplace to get fresh veggies. "Oh, my gosh, I virtually forgot about this work party tonight!" Jen texts from amid the broccoli.
"I know! I was just about to grab fresh veggies to go with dinner tonight but working short of time now," Shana texts back.
Shana abandons the farmers industry, heads to the retail outlet and buys Healthful Option Top rated Chef Chicken Margherita with Balsamic. What the ad doesn't note is that the meal has 310 calories, 8 grams of body fat and 600 milligrams of sodium 25 % of the daily encouraged optimum.
Jen abandons the farmers market, heads to the retailer and buys Marie Callender's Chicken and Broccoli Alfredo. (FYI: It gets 100 of its 350 calories from unwanted fat, and has 970 milligrams of sodium 40 percent of the each day highest.) Then she tops that off with Marie Callender's Peanut Butter Cream Pie, with 600 calories and a whopping 44 grams of fat.
Maybe ConAgra demands fictional buyers who make more healthy choices. Or maybe the frozen food business truly demands that $50 million image makeover.
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