Industry needs to step up efforts to counter stigma associated with frozen food compared with chilled or 'fresh' produce, says Leatherhead. Although consumers are hearing the message, they are not yet buying into it.
There have been some high profile advertising efforts to draw consumers to frozen ffods - most notably by Birds Eye, whose campaigns communicate on natural goodness and no need for additives.
But UK-based Leatherhead concluded that stigma and snobbery still tarnish the frozen foods sector after conducting a series of qualitative focus groups in the UK on consumer opinion, understanding, and media presentation of the category.
There have been some high profile advertising efforts to draw consumers to frozen ffods - most notably by Birds Eye, whose campaigns communicate on natural goodness and no need for additives.
But UK-based Leatherhead concluded that stigma and snobbery still tarnish the frozen foods sector after conducting a series of qualitative focus groups in the UK on consumer opinion, understanding, and media presentation of the category.
