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 |
---|---|---|
Supermarkets | $256.3M | 9.5 |
Drug | $19,869 | 74.9 |
F/D/Mx | $263.6M | 10.0 |
CALENDAR YEAR | 2007 | 2008 DOLLAR SALES | 2009 |
---|---|---|---|
Supermarkets | $209.5M | $217.1M | $243.4M |
Drug | $25.1K | $16.3K | $12.9K |
F/D/Mx | $213.6M | $221.7M | $249.8M |