FROZEN IN PLACE

Frozen dinner packaging is neat and convenient, but its all-in-one design makes it difficult to cross-merchandise.

in with fruit," added Tim Chapman, category manager at Tidyman's, Spokane, Wash. Retailers told SN they rarely use portable bunkers to cross-merchandise frozen dinners in other departments.

"Usually we only utilize the bunkers for ice cream or some type of topping," said Dean Allen, director of merchandising at Petrini Markets, San Rafael, Calif. "Once in a while we'll take Cool Whip and merchandise it in the produce department along with strawberries." Copper said that portable bunkers usually work better for impulse items. "If you had a small bunker up by the checkout at the front of the store and I had Dove Bars in there, I might tempt you on a hot July afternoon," he said.