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STUDY: FROZEN MARKETING SENDS WRONG MESSAGE TO CONSUMERS

PHILADELPHIA -- Most consumers hold frozen foods for several months and often have no idea of how long they should keep them, according to a study by Consumer Network here.Consumers often base decisions about when to throw frozen foods away on "a sense of how long they've been there." The findings of the study, called "Problem in the Pantry," suggest that communications from frozen-food marketers

PHILADELPHIA -- Most consumers hold frozen foods for several months and often have no idea of how long they should keep them, according to a study by Consumer Network here.

Consumers often base decisions about when to throw frozen foods away on "a sense of how long they've been there." The findings of the study, called "Problem in the Pantry," suggest that communications from frozen-food marketers encourage long-term storage and slow usage rates. Moreover, such practices do not encourage consumers to think of frozen foods as fresh, perishable or delicious.

When consumers call marketers, they are told to hold frozen foods for a year. However, several respondents said they know from experience that taste deteriorates after two months in the home freezer.

To increase the consumer appeal of frozen foods, the study recommends repositioning them as alternative fresh foods and providing multiple dates on packages, that include "Peak Quality" as well as "Best if Used By" dates.