The frozen aisle has undergone major transformation, from the sodium-heavy, artificial ingredient-laden TV dinners to today’s naturally preserved alternatives. While consumers may have helped to drive this change, overall, category leaders have endeavored to make their once theoretical ideals a reality.
Even amidst a constantly evolving food industry, the frozen food aisle is climbing back into Millennial shoppers’ good graces. For challenger brands, specifically, making a bigger impact means harnessing their inherent power, speed and nimbleness. Challenger food brands must make that steep climb to the top, competing with their larger national counterparts to win that coveted shelf space. However, the health halo surrounding plant-based foods has helped to shape shopper perception of what frozen food is and isn’t. Today, niche brands have the unprecedented opportunity to yield authority.