Frozen food group goes on offense as sales lag

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Associated Press

Posted on May 12, 2014 at 10:02 AM

Updated Monday, May 12 at 11:00 AM

NEW YORK (AP) — Frozen food makers plan to air their first national TV ad in defense of their products on Tuesday as the category fights to boost slipping sales.

The ad will include the slogan "Frozen: How Fresh Stays Fresh" and is intended to address negative attitudes people have about frozen foods.

It's part of a major marketing push being funded by the American Frozen Food Institute, an industry group that represents companies including Nestle and ConAgra.

The push comes as frozen food sales have been hurt by a move toward food people feel are fresh or natural. Although frozen vegetables are often touted as being just as wholesome as their fresh counterparts, frozen meals and snacks are widely seen as being full of sodium and preservatives.

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