Consumers Urged to Take a Fresh Look at Frozen Foods Via New National Education Effort

MCLEAN, Va., May 13, 2014 /PRNewswire/ America's leading frozen food makers today launched a national effort to encourage consumers to take a fresh look at frozen foods through the "Frozen. How Fresh Stays Fresh." category education and promotion initiative.

This first-of-its kind national dialogue is designed to inform and remind consumers that freezing simply pauses just-picked, just-baked and just-crafted foods, locking in their freshness, flavor and nutrients.

Sponsored by the American Frozen Food Institute (AFFI), the "Frozen. How Fresh Stays Fresh." initiative will 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," said AFFI President and CEO Kraig R. Naasz. "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," said Naasz.

The "Frozen. How Fresh Stays Fresh." consumer education initiative is being supported by leading frozen food makers who make some of America's most popular and beloved foods, including ConAgra Foods, General Mills, Heinz, Hillshire Brands, Jasper Wyman & Son, Kellogg's, Lakeside Foods, Nestle USA, Pinnacle Foods, Schwan's Foods and Seneca Foods.

What You'll Find in the Frozen Food Aisle
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.

• ConAgra Foods: ConAgra Foods is one of North America's largest food makers with branded and private branded food found in 99 percent 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 great, 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. For more information, visit www.ConAgraFoods.com.
• 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 entrees. Additionally, Green Giant continues to serve up delicious ways to make vegetables exciting with its unique blends, sauces and seasonings. For more information, visit www.GeneralMills.com.
• H.J. Heinz: H.J. Heinz, one of the world's leaders in healthy, convenient and affordable 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 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. For more information, visit www.Heinz.com.
• Hillshire Brands: Hillshire Brands is an innovative food leader with iconic brands such as Jimmy Dean , the number one brand on the frozen breakfast category, Sara Lee and State Fair . Hillshire also has launched numerous frozen products in the past year, including Ball Park Flame Grilled Turkey Patties. For more information, visit www.HillshireBrands.com.
• Kellogg's: Kellogg's offers delicious frozen food from popular brands including Eggo, MorningStar Farms,Special K and Kashi. 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 ofGreek Tzatzikiand Indian Tikka Masala pizzas. For more information, visit www.Kelloggs.com.
• Nestle USA: Nestle USA makes many of the best-loved food brands in America, including STOUFFER'Sand LEAN CUISINE entrees and snacks, HOT POCKETS and LEAN POCKETS brand sandwiches and DIGIORNO, CALIFORNIA PIZZA KITCHEN, TOMBSTONE and JACK'S brand pizzas. We're proud of our freshly made, simply frozen foods which retain their goodness because freezing helps to lock in nutrients. Nestle USA is part of Nestle S.A. in Vevey, Switzerland the world's largest food company, committed to Nutrition, Health & Wellness. For more information, visit www.NestleUSA.com or Facebook.com/NestleUSA.
• Pinnacle Foods: Pinnacle Foods is a leading producer, marketer and distributor of high-quality branded food products. Our 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 entrees, Aunt Jemima frozen breakfasts, Lender's frozen and refrigerated bagels, and Celeste frozen pizza. For more information, visit www.PinnacleFoods.com.
• Schwan's Foods: Schwan's Consumer Brands, Inc. is committed to producing great-tasting, quality foods that people love. Our Freschetta frozen pizzas are made with all-natural cheeses, real meats, crunchy vegetables and flavorful sauces, all on top of our signature crusts. For more information on Freschetta and our other popular brands like Red Baron and Tony's pizza, Mrs. Smith's and Edwards desserts, and Pagoda Express specialties, visit http://theschwanfoodcompany.com.

To learn more about how freezing keeps fresh food fresh, please visit: HowFreshStaysFresh.com.

About the American Frozen Food Institute
The American Frozen Food Institute is the national association of frozen food makers, distributors and retailers. More information can be found at www.affi.org.

CONTACT: Corey Henry
American Frozen Food Institute
(703) 821-0770
chenry@affi.com

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SOURCE American Frozen Food Institute

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