In the 50s, families filled their living rooms, possessed a new form of entertainment, the Television. Eyes could not be peeled away and as a result there was no time, nor desire to make a gourmet dinner. People suddenly needed it to be quick, convenient, and ready to go. Frozen food was available with limited options(ie. Vegetables), but there was an obvious demand for more in the market. The frozen dinner was invented in 1953 and its convenience caught on immediately. As this hype died out, frozen dinners started to seem undesirable. People felt that frozen food lacked nutrients, and was a cheap version of the idea of “dinner”. Mothers wanted to bring the family back to the table, and frozen foods weren’t doing the job.
Today, frozen food is making its way back into peoples’ lives. It’s becoming healthier, less processed, but still very convenient. One of the leading brands that disrupted the frozen category is EVOL with its motto to “love what you eat”. They want their customers to care about how their food is made and where it comes from. They make real food with real ingredients that you could find in your own kitchen. On top of this they believe that frozen simply pauses nature, by keeping it fresh for longer, “If it was up to us, we’d freeze everything.” With this brand and others brands jumping on this frozen trend, every person has access to simple, healthy, convenient foods. As frozen brands are booming on this health trend, how do you make your packaging stick out, and more importantly, how do they set consumers to believe it’s healthy?
In order for customers to spot your brand through the misty, iced door filled with stacks of colorful boxes and bags, the package design has to stand out. Frozen brands have always shown an image of the food, but how you display the visuals can make all the difference. Top frozen brands now are showing meals as if it was created by a top chef in your own kitchen. An example of this is P.F. Chang’s, with the meal shown on a plate as if it was bought at their restaurant but now available to be on your dining room table. From a restaurant to being made in your own kitchen in less than half an hour, convenience keeps expanding but this time in a healthy way.
The pureness of the product can be shown in the image of the food, but also the simplicity of the package. From TV dinners filled with copy and uncoordinated colors to the simplicity of a brand with its name, possible health benefits, and an elegant image, frozen food has evolved for the better.