Two American industry associations have developed a joint program to grow and advance the frozen food category. 

The National Frozen & Refrigerated Foods Association (NFRA) and the American Frozen Food Institute (AFFI) have united to launch a new frozen food logo and tagline: “Frozen Foods – Fresh Ideas. Great Taste.”

The campaign is aimed at consumers, manufacturers, retailers, foodservice operators and government agencies, and was developed using consumer focus group research.

Addressing new product innovations and meal solution aspects of the category, the campaign responds to research that suggests consumers appreciate the improved quality of today’s frozen foods over those of years past. The marketing campaign is positioned to promote the sale and consumption of frozen foods year-round.

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By GlobalData