ConAgra Brands Predict Future of Frozen Food Shopping

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ConAgra Brands Predict Future of Frozen Food Shopping


In an effort to help consumers better understand the benefits of frozen meals and experience frozen foods in a new way, ConAgra Foods, Inc.’s Healthy Choice and Marie Callender’s brands have launched a video that follows two women on the adventures of their daily lives, imagining how new technologies will impact their routines, especially in the grocery store.

From organizing their shopping lists to accessing product reviews and nutrition information in real time, the video predicts how consumers will leverage new technologies to elevate their shopping experience.

“Healthy Choice and Marie Callender’s are here to tell the story of frozen meals and help consumers make better shopping decisions while walking through the frozen aisle,” said Rob McCutcheon, president, Consumer Foods Frozen of ConAgra Foods. “What consumers will see, and what we hope to convey through the video, is that frozen meals can have a place in your busy life and can be just as delicious as homemade.”

Along with the video, Healthy Choice and Marie Callender’s hope to change consumer perceptions about frozen foods by demystifying some of the most common misperceptions about the $55 billion industry. Consumers want to learn more about the food they eat – where it comes from and how it’s made – and a recent survey from ConAgra Foods revealed that taste, nutritional benefits and cost are among the top reasons Americans are hesitant to purchase frozen food.

Some consumers have been apprehensive to shop the frozen food aisle due to false stigmas around the category -- the survey revealed that 80 percent of people agree that frozen foods are highly processed. The FDA has stated, however, that there is virtually no nutritional difference between fresh and frozen fruits and vegetables.

Another benefit to frozen meals is that they are pre-portioned providing a tasty alternative to meal replacements like bars and shakes. Portion control is a strong evidence-based strategy for weight management as recommended by Dietary Guidelines for America. As a part of this effort, Healthy Choice and Marie Callender’s have also partnered with nutritionist Tara Gidus to share the nutritional benefits of frozen foods.

Omaha, Neb.-based ConAgra Foods, Inc., one of North America's largest packaged food companies, maintains a portfolio of popular brands such as Banquet, Chef Boyardee, Egg Beaters, Healthy Choice, Hebrew National, Hunt's, Marie Callender's, PAM, Peter Pan, Reddi-wip, Slim Jim and Snack Pack, among others.