HERBS GET HOT, TOO

PEGGY BRESNICK KENDLER

Frozen herbs are a new category that offers the convenience of dried herbs with the taste of fresh herbs.

Gard'n Fresh Frozen Herbs, based in Fort Lauderdale, Fla., offers a line of four frozen herbs that come in 2-ounce shaker packages and are displayed in the freezer case next to the frozen vegetables.

The herbs, currently offered in basil, cilantro, chives and parsley, are frozen through a patented process and chopped so finely that they defrost on contact with food. All herbs are 100% natural with no additives and keep in the freezer for up to two years.

According to Veronique Jarry, president, these herbs have been selling in Europe for several years. "Within a short period of time, they were a staple in everyone's home," Jarry said. "They are less expensive than dried or fresh herbs."

Gard'n Fresh Frozen Herbs were introduced to the U.S. market in January 1999. Many large supermarket chains are now stocking them in their frozen-food sections.

Marsh Supermarkets, Indianapolis, is planning to offer the four-herb line soon. "I think they'll sell well, because people can buy and hold them for future consumption," said Bryan Nichols, category manager for frozen foods.

Gard'n Fresh offers an on-shelf display tray and additional freezer-door display racks are available for secondary locations and cross merchandising.