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Plain frozen vegetables sales climbed another 2.6%, but manufacturers continue to roll out new forms and formats for consumers determined to add more plants to their diet.

Dollar sales of frozen plain vegetables jumped 2.6% during the 12 weeks ended Dec. 29 to $658.32 million across channels, reports Chicago-based market research firm IRI (iriworldwide.com). Volume and units were up, 0.3% and 1.2%, respectively, highlighting a continued shift to higher-priced, value-added formats (riced, spiralized, shredded, etc.) that consumers are using as a replacement for high-carb pastas and rice.

Birds Eye introduces value-added Crispy Veggies and pre-seasoned or lightly sauced Veggie Spirals.

Even in their traditional form, “Veggies are no longer seen just as sides,” says Rebecca Chen, USA commercial lead for Dublin-based Strong Roots (strongroots.com). “In many cases, they’re the real ‘hero’ of the meal.” She adds, “We’re constantly impressed by how our customer. . . build an entrée or sandwich around our ‘appetizers’ or ‘vegetable sides.'”

But not all frozen vegetables are enjoying the same success. In fact, reports IRI, the frozen prepared vegetables segment saw its sales tumble 15.1% to $43.68 million as more shoppers opt for plain, simple veggies they can use to create their own dishes over heavily sauced, prepared varieties. “More than ever, consumers are craving clean versus processed foods,” explains Chen. Even in the veggie category, “They’re looking for real, whole foods with as few ingredients as possible.”

However, a growing number of shoppers are looking for more than just clean labels from their frozen vegetables, says Doug Carlson, CEO of Corte Madera, Calif.-based Tommy’s Superfoods (tommyssuperfoods.com), which just launched a pair of “beyond better-for-you” blends. As more consumers commit to a plant-based diet, he explains, “They’re looking for good plant protein options.” To meet that need, Tommy’s new Asian Fusion variety is made with mukimame (shelled edamame), which is one of only a handful of perfect plant proteins, while its Cauliflower and Purple Sweet Potatoes blend (with an on-trend Texas BBQ seasoning) features almost-perfect green chickpeas. Carlson adds that “extremely healthy” purple sweet potatoes are packed with antioxidants and flavonoids, but Tommy’s is the only manufacturer using them because they’re so hard to find.

MORE SWAPS IN THE PIPELINE

Despite the explosion of new frozen veggie items in the past couple of years, the growing popularity of plant-based diets means the innovation pipeline is unlikely to dry up anytime soon. For example, Parsippany, N.J.-based B&G Foods rolled out 11 new cauliflower-based items last year under its Green Giant (greengiant.com) label, including cauliflower pizza, cauliflower gnocchi and cauliflower hash browns, the latter of which represents its first foray into the breakfast category. “Consumers want convenient ways to add more veggies to their diets while still enjoying the delicious, traditional foods they know and love,” says executive VP and chief commercial officer Jordan Greenberg.

Hanover Foods’ new lightly seasoned Root Vegetable Blend is designed for oven baking.

At the top of that list, of course, is pasta. To give consumers even more plant-based alternatives, the company is expanding its popular Veggie Spirals lineup this year with a pair of new varieties: Spaghetti Squash and Sweet Potato “Rotini.” Free of sauce and seasoning, the two “100% vegetable” SKUs are among the first of their kind in the frozen category, which currently offers mostly cauliflower, broccoli, zucchini and squash, says Greenberg.

Following its 2019 rollout of Shredded Veggies, Conagra- owned Birds Eye (birdseye.com), Chicago, is also getting into the spiralized veggie game. But according to brand manager Adam Webb, its new Spirals bring a slightly different twist. “Ours are seasoned with olive oil, salt and pepper or lightly sauced, saving the consumer a step,” he explains. “So the entire side can be prepared in one convenient package” – no need to drain off excess water and then add sauce or seasoning.

Birds Eye is also debuting a collection of Crispy Veggies made with whole vegetables coated in a crunchy batter that includes ancient grains like quinoa and amaranth. “They come out of the oven with a crispy texture and let you focus on the rest of the meal while they bake,” says Webb.

The category has actually welcomed several new SKUs that require oven baking, notes Russell Smith, retail sales and marketing vp at Hanover, Pa.-based Hanover Foods, which recently rolled out a Root Vegetable Blend that’s best prepared in the oven. In addition, he says, both it and the company’s new Mexican Street Corn are lightly seasoned through an enrobing process that ensures even coating, eliminating the need for heavy, traditional sauces.

While they continue to bring in new vegetable varieties, new flavors and new forms and formats, manufacturers are also rolling out interesting new blends that combine not only veggies but healthy grains. For example, Naperville, Ill.-based Path of Life (pathoflife.com) is launching a group of gluten-free, non-GMO, plant-based Grain Blends this spring, reports brand manager Ashley Collins. Available varieties include Ancient Grains & Seed Blend, Cilantro Lime Rice Blend and Saffron Rice Blend. Ready in minutes, “They’re the perfect easy side dish – or base for a grain bowl,” she remarks, highlighting yet another hot trend.

MERCHANDISE BY USE, NOT INGREDIENT

To help boost sales of frozen veggies, manufacturers suggest retailers consider merchandising them in the set that corresponds with how they’re being used. For example, says Smith, a cauliflower pizza crust should be in the frozen pizza set, cauliflower hashbrowns should be in the frozen breakfast or potatoes set, and spiralized veggies should be in the frozen pasta set. Not only will it help consumers more easily find what they’re looking for, he explains, “It will also allow for proper merchandising of plain vegetables, which need their appropriate space.

“Consumers are looking for better-for-options in almost every category,” adds Greenberg. “And their purchase is typically incremental.” He also likes the idea of putting trendy frozen veggies in endcaps where shoppers are most likely to see them, which can help pull them down an aisle they may not have planned to visit.

Chen suggests taking that idea a step further and placing “impulse freezers” in other parts of the supermarket, a strategy that’s worked well in U.K. and Ireland stores where Strong Roots is sold. “Cross-category promotions are also instrumental in engaging consumers who otherwise would not have frequented the frozen aisle,” she adds. So try cross-promoting sauce with spiralized veggies or pizza toppings with cauliflower crust, for example.

Finally, says Chen, “It’s a lot easier to showcase frozen products to infrequent frozen aisle visitors in an online setting through tactics such as sponsored search listings and banners. . So don’t miss opportunities to promote frozen veggies to online grocery shoppers.”

FROZEN VEGETABLES

Sales in supermarkets, drugstores, mass merchants, military commissaries and select club and dollar stores combined for the 12 weeks ended Dec. 29, 2019, according to IRI (iriworldwide.com), the Chicago-based market research firm. Percent change is versus the same period a year ago.