--- title: "Association Putting a Fresh Face on Frozen Food" id: "22642" type: "post" slug: "association-putting-a-fresh-face-on-frozen-food" published_at: "2014-04-14T15:59:06+00:00" modified_at: "2026-03-16T03:56:29+00:00" url: "https://associationsnow.com/2014/04/14/association-putting-a-fresh-face-on-frozen-food/" markdown_url: "https://associationsnow.com/2014/04/14/association-putting-a-fresh-face-on-frozen-food.md" excerpt: "With sales on the decline, the American Frozen Food Institute is working to launch a new marketing campaign for the industry. Among other things, the group's members hope to show how low-cost foods can allow thrifty consumers to eat healthfully..." taxonomy_category: - "Marketing / Communications" taxonomy_post_tag: - "Advertising" - "AssociationsNow" - "Business" - "frozen food" - "Marketing" taxonomy_content_format: - "Article" taxonomy_role: - "Association CEO / Executive Director" - "C-Level" - "Executive Team" taxonomy_persona: - "Industry Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Association Putting a Fresh Face on Frozen Food Can [what works for milk](https://associationsnow.com/2014/02/milked-for-all-it-was-worth-got-milk-swapped-for-milk-life/) work for Hot Pockets? The American Frozen Food Institute (AFFI), which represents the interests of the nearly $9 billion frozen-food industry, sure hopes so. More on the association’s planned campaign to promote its industry: **Recovering from a dip:** The frozen-food business is not having the strongest run these days. With many consumers focused on fresh foods, frozen-food makers find themselves trying to fight against a processed image. Enter the marketing campaign. AFFI plans to launch a multimillion-dollar ad campaign—the industry’s largest push to date, [according to the Associated Press (opens in a new tab)](http://bigstory.ap.org/article/frozen-food-makers-plan-pr-push-sales-slip) . AFFI President Kraig Naasz told the wire service that the group plans to launch TV ads, use social media, and do in-store promotions, starting next month. **Offering options:** Beyond the group itself, AFFI’s members, such as Nestlé, are promoting a healthier image of frozen food, often seen as preservative-heavy or laden with sodium. Many of these companies are working with dietitians. In Nestlé’s case, it’s promoting frozen fare as something Americans can incorporate into their diet. In a fact sheet for [its “Balance Your Plate on a Budget” program (opens in a new tab)](http://www.nestleusa.com/asset-library/documents/nutritionhealthwellness/balanceyourplate/3453_fm_nestle_byp_dailymealplan_handouts_pdfdeliverable_v4e.pdf) [PDF], the company offers frozen-food options as part of a longer list that relies on traditional standbys like chicken and veggies, but talks up the perks of frozen food. “Frozen prepared foods offer flexibility whether prepping for one or a whole family,” the fact sheet states. Other companies, such as ConAgra, are working to simplify their health-focused food offerings such as Healthy Choice, according to the AP. (iStock/Thinkstock) [Ernie Smith](https://associationsnow.com/author/ernie-smith/) Ernie Smith is a former senior editor for Associations Now. [More articles by this author](https://associationsnow.com/author/ernie-smith/) Tags: [#Advertising](https://associationsnow.com/tag/advertising/) [#Business](https://associationsnow.com/tag/business/) [#frozen food](https://associationsnow.com/tag/frozen-food/) [#Marketing](https://associationsnow.com/tag/marketing/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [VideoJose Arana on Discover Puerto Rico’s Partnership with ASAEOctober 3, 2024](https://associationsnow.com/2024/10/03/jose-arana-on-discover-puerto-ricos-partnership-with-asae/) - [VideoPartnerships that Drive Success: ASAE Strategic Partnership AllianceAugust 26, 2025](https://associationsnow.com/2025/08/26/partnerships-that-drive-success-asae-strategic-partnership-alliance/) - [VideoRecap from the 2025 ASAE MMC+Tech ConferenceMay 19, 2025](https://associationsnow.com/2025/05/19/recap-from-the-2025-asae-mmctech-conference/) - [VideoSneak Peek: Highlights from Day 2 of the 2025 ASAE MMC+Tech ConferenceMay 14, 2025](https://associationsnow.com/2025/05/14/sneak-peek-highlights-from-day-2-of-the-2025-asae-mmctech-conference/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2014%2F04%2F14%2Fassociation-putting-a-fresh-face-on-frozen-food%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !