Veggie Tots: The Future of Frozen Food?

Bloomberg Businessweek: “Big Food is betting that frozen food, a relic of Sputnik and the Mickey Mouse Club, can stir the hearts and palates of the quinoa generation even as sales figures have fallen each year since 2009. The products need to overcome a reputation, some of it earned and some not, that the meals found in your grocer’s freezer, often packed with sodium and preservatives, taste meh.”

“B&G is wooing millennials with frozen ‘veggie tots’ with broccoli and cauliflower. Kraft Heinz’s Devour line includes recipes like white cheddar mac and cheese with bacon, pulled-chicken burrito bowls and pesto ravioli with spicy Italian sausage … Conagra Foods Inc., the maker of leading brands Marie Callender’s and Banquet, is trying to bring some foodie prestige with its Wicked Kitchen line, which the company says was inspired by food trucks.”

“B&G is approaching the future with a little bit of the past. The pickle and snack company’s purchase of Green Giant nearly doubled its size and marked its first foray into the freezer case. It’s betting the Jolly Green Giant will tap into the nostalgia of parents looking to put vegetables on the dinner table while finding a new audience with millennials.”


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