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Report Suggests Industry Should Market Frozen Food on Freshness. Wait, What?

According to a recent report by Packaged Facts, retail sales of frozen foods (excluding beverages and desserts) are set to experience sluggish growth over the next five years. Their suggestion: emphasize freshness. I get it; technically, freezing food stops time and locks out the bacteria that leads to decay and preserves nutrients and all that good stuff.

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But seriously food industry? Are you going to go for this? Healthy Choice is already pushing "fresh-tasting" as packaging copy, which is a dubious qualifier that makes me question whether it's fresh because it was frozen as such or because they engineered it to be so. I don't think there's any way to make "frozen fresh" not a complete oxymoron in the minds of the American consumer. This semantic complexity over just what defines "fresh" seems a little information heavy for an industry that relies on split-second deception in labeling.