Side Show

Frozen food makers tout freshness and convenience of frozen side dishes, especially vegetables.

The center of the plate may be the center of attention in the frozen food category, but the side show is still highly engaging.

Consumers have long heated up frozen side dishes as a way to complement a meal, because of their convenience and ease of use. From ovenable French fries to microwaveable-in-bag veggies, side dishes are a staple in many consumers’ freezers.

According to Chicago-based market research firm IRI, sales of at least one type of frozen vegetables — frozen breaded vegetables — rose 1.32 percent in the 52-week period ending Dec. 1, 2013, nearing the $40 million mark. Both nonbreaded and breaded frozen produce have been a flashpoint — or least a flash-frozen point — of interest recently.

Also in late 2013, the Frozen Food Foundation (the non-profit scientific foundation of the McLean, Va.-based American Frozen Food Institute) and the University of Georgia released the results of a two-year market basket study comparing the nutrient content of eight frequently purchased frozen fruits and vegetables with the same fresh varieties.

“Our research shows that frozen fruits and vegetables are nutritionally equal to — and in some cases better than — their fresh counterparts,” says lead researcher and University of Georgia Associate Professor Dr. Ronald Pegg.

As 2014 gets under way, manufacturers of frozen produce are emphasizing the locked-in freshness factor. Pinnacle Foods, based in Parsippany, N.J., now offers a line of Birds Eye Recipe Ready pre-cut sliced vegetables that can be incorporated into other recipes.

The Green Giant brand, from Minneapolis-based General Mills, is stressing the multiple attributes of convenience, freshness and nutrition with its new line of Healthy Colors vegetable blends including colorful combinations and a packaging innovation. An on-bag Cook Sensor shows when the vegetables reach the right level of steam cooking and are “done.”

Mirroring trends in other frozen foods, the side dish segment also reflects growing interest in more natural and clean-label options. The venerable Ore-Ida brand, from Pittsburgh-based Heinz, for instance, recently added a line of Simply Delicious all-natural, skin-on fries and wedges, and merchandised in a standup pouch with minimal, clean graphics.

Making vegetables more kid-friendly (or palate-friendly, for some grownups) also continues. For its part, the Intevation Food Group, based in Plover, Wis., has expanded its line of Crunchtables lightly breaded vegetables that are part snack, part accompaniment.