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Making frozen veg cool again: while much has been made of the return to form of frozen, volume sales of frozen fruit and vegetables are falling. There is still work to be done in convincing shoppers to switch from fresh.

Publication: Grocer
Publication Date: 31-JAN-09
Format: Online
Delivery: Immediate Online Access
Full Article Title: Making frozen veg cool again: while much has been made of the return to form of frozen, volume sales of frozen fruit and vegetables are falling. There is still work to be done in convincing shoppers to switch from fresh.(Birds Eye Foods Inc.)

Article Excerpt
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Last month, at London's IceBar, party guests huddled at the frozen bar to sip cocktails from glasses made of ice and celebrate the launch of a website to promote frozen food. It was a fashionable location to promote a category that for years was dogged by image problems but has recently come into its own in the economic downturn.

Yet while the category's efforts to reinvent itself as a credit crunch-busting healthy proposition...

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