Frozen Meals: Don’t Call it a Comeback
I remember growing up in the ‘80s and ‘90s where frozen dinners were the craze. You’d get out a snack tray table and plop yourself down in front of the television, warm up your frozen tv dinner and settle in for the night. Then all of the nutrition Nazi’s came along and threw stones at people who consumed frozen meals. Ok, that might be slightly exaggerated but the media started to push the notion that frozen meals are not healthy due to the high amounts of sodium, excessive preservatives, and lackluster nutritional profiles.
Looking back on all of this, they might have had a point. However, times have changed as has technology and we are again seeing this movement of meal kits, meal boxes, subscription-based platforms, etc. This got the very small wheels turning in my head and made me think about the resurrection of the frozen meal category. Could it be possible? After much thought (about 10 seconds), I came to the conclusion that it could just happen if brands played their cards right and aligned their frozen meals with what consumers today are actually looking for.
Quality, Taste, and Convenience Rule with Frozen Meals
When you go back and look at the frozen meals that were around back in the day, most of them were extremely heavy in carbohydrates. In today’s age, that simply wouldn’t work. More and more people are looking for good quality protein in their frozen meals which have been previously overlooked.
Consumers want something that is of high-quality ingredients, that tastes good, and is convenient. Everyone is busy yet they demand these characteristics. Today people are purchasing meals that come with all of the ingredients ready to go which you need to prepare yourself as well as meals that come frozen and simply need to be reheated.
And these subscriptions boxes and plans are not cheap – you’re paying for the convenience of not having to go to the grocery store nor plan out the actual ingredients needed. Plus, you get the directions on how to prepare everything in the box. It’s quite simple and convenient. That being said, I feel as though brands are missing the boat when it comes to frozen meals.
There are also meal prep businesses out there who prepare frozen meals and the consumer gets to purchase what they want from their website and it gets delivered to them completely frozen with dry ice. See a theme here? Frozen… Convenience… Real food ingredients… Let’s keep moving.
Everyone goes to the grocery store – including those who purchase meals in a box that come delivered to their door. Yet, they still need to go buy other food and beverages for the rest of the meals they eat during the week. Brands have been getting smarter over the years and are moving into channels where they know their consumers are shopping.
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