It's not the snack aisle after all...
Durrani explained that this growth rate of frozen food brands is something he's never seen before in his decades-spanning career.Why is that, you ask? There's a very simple reason:in storage than fresh food. Other than that, it all has to do with maintaining flavor and nutritional value.
"Frozen is nature's pause button," Durrani said, emphasizing that frozen products, especially organic and locally-sourced food items,"preserve that freshness" over time and allow for longevity with"over a year shelf life.", consumers"were very concerned about the poor performance of fresh." "The sell-by dates got shortened because of the supply chain," Durrani said."People were also making fewer trips to the store, so items were sitting on the shelf for quite a while."
According to the Natural Resources Defense Council , up to 40% of all food in the U.S. goes uneaten, with 87% of food waste coming from fresh vegetables, fruit, and bread. "A lot of folks are really conscious of [food waste] now—looking at their grocery bills, looking at how much they really throw away, looking at what they keep. Frozen has become a go-to in terms of reducing that problem," Durrani explained.