March Frozen Food Month Continues to Boost Sales

Harrisburg, PA– March Frozen Food Month, sponsored by the National Frozen & Refrigerated Foods Association (NFRA), has again provided strong sales growth in the frozen food department. Dollar sales were up 4% versus the prior year during the month of March, and units increased 2.4% according Information Resources, Inc. Sales were heavily influenced by Easter falling in the final week of March creating a significant sales boost.

"March Frozen Food Month is the longest running and most successful promotion in the industry," says NFRA President and CEO Nevin B. Montgomery. "Industry-wide support continues to create positive sales results for the frozen food department year after year."

Three frozen categories saw significant growth including Dinner/Entrees, Breakfast Food and Poultry. Performance was best in the Northeast where dollar sales increased 7.5% and units increased 5.5% versus the prior year.

Of the 320 retail chains where IRI tracks frozen sales, 73% experienced frozen department sales growth and 23 retailers had gains of 15% or more. The top three performing markets were all in Pennsylvania — Philadelphia, Harrisburg/Scranton and Pittsburgh — all with more than 8.5% increases.

NFRA promoted March on a national level with a three-page FSI dropped on February 27 with a 37 million circulation. The $10,000 Freezer Favorites Sweepstakes created consumer excitement generating an incredible 705,000 entries. A press release to 10,000 newspapers has generated 188 articles and reached more than 7 million consumers with positive messages about frozen foods. In addition, a Spanish version of the release has reached 1.2 million readers of Hispanic newspapers. Two radio spots promoting March Frozen Food Month have reached a combined audience of 43 million listeners.

Display activity at the retail level was supported with March Frozen Food Month point of sale materials. NFRA encouraged industry-wide participation with the opportunity to win a Golden Penguin Award honoring outstanding merchandising during March.

The success of March Frozen Food Month would not be possible without the combined efforts of many local associations across the country that create targeted promotions in their markets.

The March promotion is part of the larger Bring Us To Your Table! Freezer Favorites public relations/marketing campaign which is working to change consumer perceptions about frozen foods. All elements of the promotion incorporate the Bring Us To Your Table! logo and showcase the taste and quality aspects of frozen foods through appetite-appealing food photography.

For additional information on March National Frozen Food Month or Bring Us To Your Table! Freezer Favorites, call NFRA at (717) 657-8601.

NFRA is a non-profit trade association representing all segments of the frozen and refrigerated foods industry. Headquartered in Harrisburg, PA, NFRA is the sponsor of March National Frozen Food Month, June Dairy Month, June/July Summer Favorites Ice Cream & Novelties promotion and October Frozen & Refrigerated Foods Festival. NFRA holds the annual National Frozen & Refrigerated Foods Convention in October.  

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