ConAgra Working to Demystify Frozen Foods

OMAHA, Neb. -- ConAgra Foods Inc.’s Healthy Choice and Marie Callender’s brands 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 conducted by ConAgra Foods revealed that taste, nutritional benefits and cost are among the top reasons Americans are hesitant to purchase frozen food. Some consumers also have been apprehensive to shop the frozen food aisle due to alleged false stigmas around the category. The survey showed that 80 percent of people believe frozen foods are highly processed.

In an effort to help consumers better understand the benefits of frozen meals and experience frozen foods in a new way, the Healthy Choice and Marie Callender’s brands have launched a video that follows two women on the adventures of their daily lives. 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. “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.”

ConAgra is also highlighting that frozen meals are pre-portioned and provide a tasty, portion-controlled alternative to meal replacements like bars and shakes. Healthy Choice and Marie Callender’s have partnered with nutritionist Tara Gidus to share the nutritional benefits of frozen foods.

Omaha, Neb.-based ConAgra Foods Inc. is one of North America's largest packaged food companies.