Thawing the frozen market

  For some shoppers, frozen food conjures up images of nutrition starved ready meals, prawn vol au vents and 70s dinner party desserts. The frozen ready meal category remained unchanged for several years and had become heavily reliant on promotional activity to drive sales. This created what was essentially a one dimensional category. But fresh thinking is leading to a healthier future instore. While shoppers like the ‘just picked’ look of fresh produce, frozen food manufacturers and re

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