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INSIGHTS

Warming up the frozen category

21 May 2012, Posted by TorchMedia in Blog, Grocery, Research

If you think it’s cold outside at the moment, shoppers are telling us that the frozen food aisle really feels like Siberia.  Recently, we undertook a comprehensive study of the frozen food category in supermarkets with our research partners, ShopAbility. Aptly code named Project Siberia, 1,342 frozen-category shoppers indicated this extensive piece of supermarket real estate felt as barren and cold as one of the most inhospitable places on the planet!  The warmth, colour and navigation that exists in the…