The 30th Annual March National Frozen Food Month promotion, sponsored by the National Frozen & Refrigerated Foods Association (NFRA), saw a 4% increase in dollar sales and a 3% increase in unit sales compared to last year, according to Nielsen.
"Dollar sales grew by 1.6% and unit sales by only 0.4% through Feb. 23 of this year," said Todd Hale, SVP consumer & shopper insights for Nielsen. "The March numbers show things are looking better. All but three categories drove unit growth. Only ice, frozen novelties and frozen juice didn't show gains, but their performance was hindered by better than expected year-ago growth during our unusually warm 2012."
The success of March Frozen Food Month 2013 can be attributed to the many manufacturers, retailers, sales agents and local associations who participated in the promotion and are preparing their entries for the Golden Penguin Awards competition which recognizes excellence in promoting and merchandising.
Early in the year, the NFRA and its agency, Edelman, launch a PR program designed to change the frozen food conversation and to let consumers know that frozen foods are "Real Food. Frozen." Since January, the association has enhanced its digital and social media outreach and activity and made a PR push during March Frozen Food Month.
