Can what works for milk 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. 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 [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.

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