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How FMCG myths about fresh and frozen foods work in consumer mind.

How FMCG myths about fresh and frozen foods were made to be broken?


Frozen food often receives an undeserved bad reputation, overshadowed by the belief that fresh is always better. However, it’s time to set the record straight. This write-up aims to create awareness among consumers, debunking the common myths surrounding frozen food and highlighting its advantages over so-called “fresh” alternatives. Let’s explore the truth about frozen food and why it deserves our attention and appreciation.


Which restaurants use store-bought frozen food?

Practically every chain restaurant. What, you imagined a horde of workers assembling the nine zillion ingredients that go into a lasagna, and dishing it up with never-ending salad for $7.99? There’s a reason that chain restaurants are so cheap compared to fine dining restaurants. Frozen foods are consistent, durable, and don’t require extensive training of your staff.

FMCG Consumer Myth: Fresh is always better.

Reality: While fresh produce may seem like the ultimate choice, it’s essential to understand that the journey from farm to plate involves various stages that impact its freshness. In contrast, frozen food is often picked and frozen at peak ripeness, preserving its nutrients and flavors.

How good is frozen food for health?

It is believed that frozen food is generally not healthy as it loses its nutrition value. However, it is to be learnt that the act of freezing doesn’t make food healthy or unhealthy. The nutritional value of the food depends on the nutritional content of the food that is frozen. Freezing doesn’t affect the calorie count, the fiber content, or the amounts of minerals. It can make a difference with a few vitamins, such as folate and vitamin C. But, most of the nutritional value will be maintained after freezing.

Freezing doesn’t change the amount of fat, protein, carbohydrates or sugar either. The fluid content can change, which is apparent when you thaw your food. You might see a puddle of liquid as the water drains away. The smart way of choosing your frozen meal is to look for products that don’t have a lot of added sugar, sodium or high-calorie sauces. Living out of your homes might make you crave for home-made food, and this is when frozen food helps to save you from this hustle.


FMCG Consumer Myth: Frozen food lacks nutrients.

Reality: The freezing process helps retain nutrients in fruits, vegetables, and meats. In some cases, frozen produce can even contain higher nutrient levels compared to fresh ones that have been in transit or stored for extended periods.

Why are frozen meals bad for you?


When it comes to preparing and serving a quick meal, nothing beats the convenience of frozen foods. They fit nicely in your freezer, keep for a long time, and they’re easy to prepare. Stocking up on frozen foods can also be a great way to save money if you buy them when they’re on sale. You can also freeze fresh perishable foods to keep them longer, which is a great way to cut down on waste. But many still wonder whether frozen foods can be a part of a healthy diet. If your food was nutritious before it was frozen, it will still be nutritious after it’s thawed. You can’t go wrong with plain, frozen fruits, vegetables, meats, chicken, and fish. You can even freeze whole grains.

Freezing doesn’t affect the calorie count, the fiber content, or the mineral content of a food. The freezing process can make a difference with a few vitamins (such as folate and vitamin C), but most of a food’s nutritional value will be maintained after freezing. Freezing also won’t change the amount of fat, protein, carbohydrates, or sugar in a particular food. The fluid content can change, however, which is often apparent when you thaw your food (you might see a puddle of liquid as the water drains away).

FMCG Consumer Myth:  Frozen food is unnatural.


Reality: Freezing is a natural preservation method that has been used for centuries. By simply freezing food, there is no need for added preservatives or chemicals, making it a healthier option when properly handled and stored.

Does frozen food generally last forever as long as it stays frozen?


There have been several great answers so far.

But, I wish to point out that there are four variable that affect longevity of frozen foods. How they are packed, speed at which they are frozen, in a frost free freezer and most importantly the moisture content.

Depending on the quality of packaging the migration of air into it will vary. If you have a glass jar compared to a freezer bag, the amount of evaporation from the freezer bag will be greater.

Items that are flash frozen have less damage from growing ice crystals piercing cell walls, changing taste and texture.

A frost free fridge several times a day has above freezing air flowing through it to melt frost. This type of freezer will accelerate frost damage. Very small items might thaw and refreeze over and over again.

Items that are very arid, like coffee beans or sun dried tomatoes can keep quite for many years before a flavor or texture change will be apparent. Same for fresh dried spices like basil. Glass jars are ideal for dry ingredients


What is the best temperature to keep a freezer (for food)?

In Germany, the standard maximum temperature for deep freezers (for general medium to long term food storage) is -18°C. If I recall correctly, it’s the same in most of Europe, and the corresponding temperature in the US is pretty much the same, only expressed in Fahrenheit.

Best before dates and so on are calculated for that temperature.
If you want to be on the safe side, set the freezer for -20°C. Much beyond that, you start running into quickly diminishing returns. Above that temperature range, some spoilage processes are not much impeded, so stuff will degrade significantly faster.

For freezing larger quantities or larger pieces of food, much lower temperatures are desirable, to make sure they reach safe temperatures as quickly as possible. Commercial equipment built for the purpose goes as low as -40°C and uses fans to quickly circulate the air, but most household freezers don’t go that low. Many offer a ‘super chill’ mode that will bring the temperature down as far as possible for a while for that purpose. The user’s manual of yours will tell you if it does, and what it’s called in that particular model.

Classic ice cream is stored at higher temperatures (something around -6°C, IIRC) so it doesn’t get too hard, while most industrially made ice cream for domestic consumption is formulated to be fine when stored at -18°C.


FMCG Consumer Myth: Frozen food tastes bland.

Reality: Manufacturers employ advanced freezing techniques, ensuring that the flavors and textures of frozen food are preserved. In fact, thanks to rapid freezing methods, the taste can sometimes be even superior to fresh produce, which can degrade during transportation or long shelf life.

FMCG Consumer Myth: Frozen food is convenient but unhealthy.

Reality: Today, the frozen food market offers an array of healthy and nutritious options. Many frozen meals are crafted with balanced ingredients, catering to various dietary needs. This makes frozen food convenient without sacrificing health benefits.

Why does the Urban Consumer prefer frozen food?

Unlike in many smaller cities, Urban consumers tend to go to the market once per week. That means that food bought on Saturday has to last through Friday. Fresh produce doesn’t always have a week’s lifespan after being bought, so its frozen counterpart is often the solution to the problem.

Of course, not all produce freezes well: lettuce and bananas, for example, aren’t something you’ll typically find in a freezer case. Those have to be eaten pretty soon after purchase, with perhaps a couple of days’ storage in the refrigerator being possible.

In the end, it comes down to convenience. But it doesn’t hurt that some frozen foods are actually “fresher” than those sold as fresh. Often, the products sold as fresh have been in transit and on the shelf for a week or more, while the frozen item was frozen within minutes of being picked.

Frozen corn—not a substitute for fresh corn on the cob or corn chowder, but they are good in corn fritters.

Frozen meats:  Seafood, like clams lose some of their texture. As long as you don’t store the meat for too long, store it properly for no freezer burn, and you defrost it properly, chicken breasts and thighs are very good.

FMCG Consumer Myth: Frozen food is expensive.


Reality: Frozen food can often be more affordable than fresh options, especially when considering out-of-season produce or items with a short shelf life. It allows for better budgeting while still providing a nutritious and tasty alternative.

Frozen food has come a long way from its early reputation, now offering an extensive range of high-quality, nutrient-rich options. By debunking the myths surrounding frozen food, we can encourage consumers to embrace it as a convenient, healthy, and cost-effective way of incorporating nutritious meals into their daily lives. So, let’s remove the misconceptions, give frozen food a fair chance, and discover the fresh quality that lies within!

How do you properly store frozen food?

Moisture loss should be avoided.

Smell of food from one food should be avoided to other food item.

 Freezer burns should be avoided.


Food poisoning should be avoided on food cooling.

More and more space of freezer should be utilized wisely.

For preserving the frozen food follow some rules :

 Leave very little air in the freezer containers from the freezer bags and fit the bags very closely.


 Before freezing meat and baked items wrap them in the aluminum foil before putting in freezer bags.

Use small containers to avoid bacterial growth.

 Before keeping the hot food in the freezer cool them down in ice water or ice cubes.

 Use frozen items within 2–3 months.


 Label each packet and and date them before freezing.

 Be careful with dairy and dairy products since they loose their texture on thawing.


What is the effect of always eating frozen food?

Most of the nice, colorful veg you see on the supermarket is days old, and each for that goes by they lose a certain proportion of their goodness. Peas fresh from the garden are wonderful; peas from the shop are never that good. Peas in the UK are farmed, picked, frozen and packed in around two hours, and in the shop the next day. They keep their goodness almost as if you’d just picked them.

Some veg doesn’t freeze well without being blanched first. Carrots for instance. You can lose a little vitamin C in this process. Potatoes don’t freeze well at all. Cook them first.

Buy and eat frozen veg in confidence. Much better than the pack of whatever supposedly fresh stuff that says ‘best by’ ten days later.


What is the biggest problem of frozen food segments?



How does frozen food cause cancer?


 Frozen food causing cancer? That’s a new one. I mean, I knew that eating too much junk food could turn you into a couch potato, but I had no idea that frozen food was secretly plotting against us.

So, let’s get one thing straight: frozen food does not cause cancer. In fact, it’s actually a great way to preserve food and keep it fresh for longer. But, like anything in life, there are a few things to keep in mind when it comes to frozen food and your health.


 Some frozen foods may contain additives or preservatives that could potentially be harmful if consumed in large amounts. But, let’s be real, you’d have to eat like a truckload of frozen dinners to even come close to that level of consumption. So, unless you’re planning on eating nothing but TV dinners for the rest of your life, you’re probably in the clear.

Secondly, the way you prepare your frozen food can also play a role in your health. If you’re microwaving your meals in plastic containers or using metal utensils to stir your food, you may be exposing yourself to harmful chemicals or toxins. So, be sure to read the labels on your frozen meals and use safe cooking practices to minimize any potential risks.


Now, I know what you’re thinking. “But wait, what about all those rumors that frozen food is full of chemicals and toxins that can give you cancer?” Well, let me put it this way. If frozen food really caused cancer, we’d all be doomed. I mean, have you seen how much ice cream I can consume in one sitting?

Some Interesting Facts about Singapore, Indian, japan, china & U.S Frozen Food industry


Singapore Frozen Food – Being located on major sea and air routes within Asia Pacific region has benefitted and contributed to making it a regional headquarter for financial companies as well as food and agriculture-related companies.

India Frozen Food – India frozen food market is expected to be valued at $1,322.3 million by 2024. India is the second largest food producer in the world straight after China. Despite strong agriculture production base, a noteworthy amount of food produced gets wasted owing to poor storage and inadequate infrastructure in country


Japan Frozen Food – In Japan, imported frozen food is either used as raw material or ingredients. It is often considered as these good quality frozen food products can also be sold individually under a good brand name. however, Japanese department stores are looking forward to merging with new partners with an appealing brand name.


China Frozen Food – China frozen food market was valued at USD 14,018.8 million in the year 2016 and is expected to grow over the forecast period, driven primarily by an increase in demand for frozen food owing to growing urbanization that has led Chinese people to favor western style dishes and food habits.


U.S. Frozen Food– Increasing women in corporate world, growing number of small families and single living people are the factors expected to drive the frozen food market in the U.S. over the forecast period. Frozen food products are easy to store, easy to carry and use.

In conclusion, frozen food is not going to give you cancer. Sure, there may be some additives or preservatives to keep in mind, but as long as you’re eating a balanced diet and practicing safe cooking methods, you’re probably in the clear. So, go ahead and enjoy that frozen pizza, and remember, everything in moderation (except for ice cream, which is totally fine to consume in excessive

Team DigitalGumma

A Professional Team Of Over 25 years of experience in Sales & Marketing operations, Channel (Direct & Indirect) Development and Distribution, and Key Account Management in the FMCG Sector. AREAS OF EXPERTISE Sales & Marketing: Conceptualizing and implementing sales promotional strategies as a part of brand building and market development effort. Business Development: Handling infrastructure development of sales & distribution systems and increasing coverage & penetration to have maximum market share. Channel Management: Identifying and networking with financially strong and reliable dealers/channel partners, Super Stockist, C&F resulting in deeper market penetration and reach. Ensuring cost-effective logistic operations & seamless materials movement to ascertain sufficient inventory levels at each sales outlet/ distribution channel. Evaluating performance & monitoring distributor sales and marketing activities. website has everything you need to create a fully personalized, high-quality free showcase website. Get the word out about all the amazing things you’re doing. Easily email your contacts or share on social media to tell everyone you know. Sell Anything Anywhere To Anyone. is a business development platform motivated to ideate connect propagate to millions of users worldwide. Create a beautiful, professional web presence. Our expert team members collaborate across digital marketing specialties to produce powerful results. Build your next digital marketing plan utilizing the latest internet technology, explode your online presence with a Fully Managed SEO program, and maximize your profits.

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