The American Frozen Food Institute (AFFI) has recently launched an educational and promotional campaign, urging consumers to take a fresh look at frozen foodstuffs.
Called “Frozen. How Fresh Stays Fresh”, the initiative is an effort of major producers in the frozen food segment, who have come together to inform consumers on the benefits this category has and to encourage an increase in consumption.
“Keeping food fresh is what freezing is all about,” said AFFI President and CEO, Kraig R. Naasz. “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 Naasz.
The “Frozen. How Fresh Stays Fresh” campaign has an estimated cost of USD30m per year and will be rolled out for three years, to engage consumers via various media, such as print, online, TV and radio.
The program is supported by important frozen food producers such as ConAgra Foods, General Mills, Heinz, Hillshire Brands, Jasper Wyman & Son, Kellogg’s, Lakeside Foods, Nestlé USA, Pinnacle Foods.