The unreliable quality of frozen foods contributed to the deep suspicion with which many shoppers viewed them. There was a general sense that frozen food was subpar: salvaged goods. The turning point was when Birdseye embarked on a PR campaign, renaming the produce as “frosted foods,” a name that implied icy glamour. “Frozen food” was something you would eat rather than starve. “Frosted food” was the stuff of childhood fantasy. It worked.
