Industry News / American Frozen Food Institute

AFFI Campaign Urges Consumers to Take a Fresh Look at Frozen Foods

The American Frozen Food Institute (AFFI), McLEAN, Va., launched a national effort to encourage consumers to take a fresh look at frozen foods. AFFI frozen campaign

The “Frozen. How Fresh Stays Fresh.” category education and promotion initiative is compiled of leading American frozen food makers who have come together to inform and remind consumers that freezing simply pauses just-picked, just-baked and just-crafted foods, locking in their freshness, flavor and nutrients.

The “Frozen. How Fresh Stays Fresh.” initiative is a 3-year, $30 million-per-year effort to engage consumers where they live, work and shop through national television, digital and print advertising, online engagement and in-store and out-of-store promotion.

“Keeping food fresh is what freezing is all about,” says Kraig Naasz, president and CEO of AFFI. “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.”

The “Frozen. How Fresh Stays Fresh.” consumer education initiative is being supported by AFFI members, including ConAgra Foods, General Mills, Heinz, Hillshire Brands, Jasper Wyman & Son, Kellogg’s, Lakeside Foods, Nestlé USA, Pinnacle Foods, Schwan’s Foods and Seneca Foods.

America’s frozen food makers supporting the “Frozen. How Fresh Stays Fresh.” initiative invite consumers to take a fresh look at the wide variety of tasty, healthy and easy-to-prepare products in the frozen food aisle. For example:

ConAgra Foods. ConAgra Foods is one of North America's largest food makers with branded and private branded food found in 99% of America's households. Its frozen meal portfolio gives families access to real ingredients like crunchy, freshly cut vegetables, homemade pasta and ripe fruit year-round. From the time it's prepared to the time it's eaten, meals from Marie Callender's, Healthy Choice, Banquet, PF Chang's, Bertolli, Kid Cuisine and Odom's Tennessee Pride lock in fresh, just-made taste. ConAgra Foods introduced a better way of cooking in the microwave through its innovative steaming and baking technologies and continues to evolve its offerings based on new trends, improved cooking techniques and dietary preference.

General Mills. General Mills is a leader in bringing healthy vegetables, home-cooked frozen snacks, breakfast and meals to on-the-go families. In 2013, General Mills launched the Totinos Bold Pizza Rolls line and an Old El Paso line of premium Mexican entrées. Additionally, its Green Giant brand continues to serve up ways to make vegetables exciting with its unique blends, sauces and seasonings.

H.J. Heinz. H.J. Heinz, one of the world’s leaders in healthy and convenient foods, has launched dozens of frozen innovations over the past year. From Weight Watchers Smart Ones oatmeal and fajitas to all-natural Ore-Ida Simply French fries, Heinz continues to expand its portfolio with new flavor profiles, updated packaging with easy-to-read labels and options for a variety of dietary preferences.

Hillshire Brands. Hillshire Brands is an innovative food leader with iconic brands such as Jimmy Dean, Sara Lee and State Fair. Hillshire also launched numerous frozen products in the past year, including Ball Park Flame Grilled Turkey Patties

Kellogg’s. Kellogg’s offers an assortment of frozen foods under its Eggo, MorningStar Farms, Special K and Kashi brands. Recent convenient breakfast innovations include Eggo Bites in microwavable pouches and hand-held Special K breakfast sandwiches. MorningStar Farms expanded its vegetarian options with Roasted Garlic and Quinoa burgers, while Kashi added the bold flavor of Greek Tzatziki and Indian Tikka Masala pizzas.  

Nestlé USA. Nestlé USA makes many of the best-loved food brands in America, including STOUFFER’S and LEAN CUISINE entrées and snacks, HOT POCKETS and LEAN POCKETS brand sandwiches and DIGIORNO, CALIFORNIA PIZZA KITCHEN, TOMBSTONE and JACK’S brand pizzas. These freshly made, simply frozen foods retain their goodness because freezing helps to lock in nutrients.

Pinnacle Foods. Pinnacle Foods is a leading producer, marketer and distributor of high-quality branded food products. Its Birds Eye frozen division manages brands such as Birds Eye, Birds Eye Steamfresh, C&W, McKenzie's and Freshlike frozen vegetables, Birds Eye Voila! complete bagged frozen meals, Van de Kamp's and Mrs. Paul's frozen prepared seafood, Hungry-Man frozen dinners and entrées, Aunt Jemima frozen breakfasts, Lender's refrigerated and frozen bagels and Celeste frozen pizza. And, earlier this week, Pinnacle Foods was acquired by Hillshire Brands

Schwan’s Foods. Schwan’s is committed to producing great-tasting, quality foods that consumers love. Its Freschetta frozen pizzas are made with all-natural cheeses, real meats, crunchy vegetables and flavorful sauces, all on top of signature crusts.

To learn more about how freezing keeps fresh food fresh, please visit

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