NFRA Convention Preview: Better For You Frozen Foods
While convenience continues to remain top priority for shoppers, consumers are willing to spend on products that are made with higher quality, clean ingredients that are inevitably better for them health wise. The frozen foods category has several leaders in the space that are gearing up to showcase their latest products at NFRA, which check off many points consumers’ checklists.
“This is going to be our third year, and this is my favorite show of the year because of the deliberate connections and the quality time with the right people,” said Hailey Swartz, Co-Founder and Co-CEO of Actual Veggies. “NFRA does an amazing job at getting everyone time with the buyers and category managers, and it’s also a lot of fun. It’s a really great touch point to see all these buyers renew business, talk about new opportunities.”
“What has been really special with all of our category managers and buyers is that we formed these great relationships with them, so a lot of it is just giving them a hug and saying hello,” Swartz continued. “Secondarily, for the retailers we are not in, getting to introduce our product and do a face-to-face meeting. And then last, for the retailers we are in, a time to review our business and share new product expansions.”
Category trends within the space have continued to be reflected in these companies’ product offerings. “This year, people have a focus on talking about seed oils and the impact of trends right now that are against seed oils are one big thing,” said Swartz. “[Also], the continuing trend around high protein. A new upcoming trend is the necessity of fiber. We really think that next year it’s going to be all about fiber; this year it was all about protein. So, making sure that people are getting clean ingredients, high protein and high fiber.”
“This is our first year participating in the NFRA,” said Jesse Konig, Co-Founder and CEO of Jesse & Ben’s.”We recently just joined NFRA, [and] we actually launched our business last year in the middle of 2024 in June. So, we’re a relatively new brand and growing quickly, and we’re excited to be learning about the community of folks in frozen and refrigerated world and be able to come together.”
As gluten-free products have continued to rise in popularity due to consumer preferences and needs, leaders in the frozen foods category recognize the importance of curating tasty products that are convenient, practical and durable while cooking. Brazi Bites has met these requirements through their Latin-inspired cheesy bread bites, waffle products and pizza snacks. Founders Junea and Cameron’s journey began in 2009 when they created the first batch of Brazi Bites in their own kitchen. Soon after, the couple realized they wanted to share their unique product with the world, which featured authentic family recipes, clean ingredients with tapioca flour instead of traditional flour. In 2015, the company made an appearance on ABC’s reality series, Shark Tank, and were able to enter the retail market via the freezer aisle nationwide
In 2022, the company launched its better-for-you pizza bites, available in three flavors: pepperoni, four cheese and supreme. “This exciting new product line allows us to continue our path to revolutionize the freezer aisle,” said Junea Rocha, Co-Founder and CMO of Brazi Bites. “We’re presenting shoppers with a naturally gluten-free and clean-ingredient snack that typically has a reputation of being unhealthy. Our Pizza Bites offer familiar and approachable flavors that we already know and love, with an elevated, extra cheesy taste. Once you try, we know you’ll be coming back for more!”
Jesse & Ben’s has been reflecting consumers’ dietary needs and preferences with clean labels and ingredients. “We are known for our house cut style fries,” said Konig. “We make a frozen French fry, and if you explore most other French fries out there, there is typically a laundry list of ingredients—whether it’s 10 or 12 or 15 [ingredients]. For us, our French fries are just potatoes, healthier fats like avocado oil or grass-fed beef tallow, and then spices and seasonings. So, three of our four SKUs that we make right now just have three ingredients: potatoes, oil, salt and we have one other product: our rosemary and garlic, which has five ingredients.”
“So, I think there’s a huge difference when you can flip over the bag and all of the ingredients are things you could find in your pantry or buy at the farmer’s market or at the grocery store compared to some of the more chemical or additive ingredients that are trying to maybe create uniformity,” he continued.
“We want to highlight that even though we are a newer brand, we’ve seen tremendous category velocity,” Konig explained. “Sometimes even doubling or tripling the category average at a higher price point. So, I just feel like it’s really indicative that consumers are not only willing to trade up in the freezer aisle, but we’re actually pulling these incremental shoppers from other parts of the grocery store who’ve maybe given up on the frozen aisle because there haven’t been options.”
NFRA has become a platform for leaders in the company to ensure they are getting quality, face-to-face time with partners. “We really depend on speed meetings to talk to as many partners and potential partners as possible,” Swartz explained.
