The Green Giant is coming out of retirement. The major food players are stepping up and planning major investments into the frozen foods market.
Kraft, Heinz, Nestle, and B&G are gearing up to make frozen dinners popular again with millennials. While 77% of Americans bought frozen dinners last year, the market has only seen one positive growth year in the past decade.
Their goal is to reintroduce America to frozen dinners that are not only convenient, but taste great, and are light on the preservatives and sodium.
In essence, major food companies are pouring money into leveraging their scale and branding powers to create the same success their smaller niche competitors have achieved with organic ingredients and gourmet recipes.
Who knows, maybe frozen dinners will become cool again.