Image of frozen food must be improved

The weak image of frozen food among young adults will make selling these products in the future difficult, reports the German website The branch has to improve the image among this audience with new ideas.

"Young people connect a feeling of shame to buying frozen food," says Ingo Barlovic of market research institute iconkids & youth. It's lacking in home made charm, and the products couldn't pass as fresh items. The image of frozen food has clearly and strongly suffered in this group in the past years. Pizza and fish fingers, however, are an exception to this rule: "They are always fine," says Barlovic.
What can be done to combat this? During a meeting of the frozen branch in Munich recently, various courses of action were discussed. The young generation knows too little about food, cooking and nutrition in general and this can be fixed, was the conclusion. "Intelligent solutions to 'unstructured' daily schedules and new communication methods through social networks are important challenges for marketing frozen food, and the whole branch communication in general." However, Facebook & Co cannot be seen as miracle solutions within the marketing mix, prof. dr. Christoph Burmann of the Bremen university soon clarified. This made some managers in the area of frozen food critically regard their investments within social media.


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