Although not as big as the plain frozen vegetable category, frozen prepared vegetables are adding flavor to the frozen food section. So much so that Rochester, N.Y.-based Wegmans Food Markets introduced a line of these side dishes earlier this year. Varieties include Broccoli, Cauliflower and Pine Nuts in an olive oil, garlic and herb sauce; Grilled Vegetables including fire-roasted eggplant, zucchini, peppers and onions; and Wild Brown and Red Rice with carrots, scallions and parsley. Each 1-pound bag costs $3.99.
Offerings in the category provide the ultimate in convenience since they don't require seasoning. In most cases consumers can also steam vegetables right in the bag.
Birds Eye offers a line of “specially seasoned” steam-in-bag frozen vegetables, including an Asian medley, garlic baby peas and mushrooms, garlic cauliflower and Southwestern corn. Meanwhile Green Giant's Valley Fresh Steamers come in such flavors as broccoli/carrots/cauliflower in cheese sauce, and green beans and rosemary butter sauce.
|52 WEEKS ENDING JUNE 13, 2010||DOLLAR SALES||% CHANGE FROM LAST YEAR|
|CALENDAR YEAR||2007||2008 DOLLAR SALES||2009|