DESIGN AUDIT SERIES

looking cool in the frozen aisle

DESIGN AUDIT SERIES

looking cool in the frozen aisle

Package design is more important than ever for categories in search of new growth opportunities, such as frozen entrees. Which US frozen meals are swaying consumers at shelf with compelling designs—and what lessons can they teach us about creating powerful packages? A new Nielsen study has the answers.

Package design is more important than ever for categories in search of new growth opportunities, such as frozen entrees. Which US frozen meals are swaying consumers at shelf with compelling designs—and what lessons can they teach us about creating powerful packages? A new Nielsen study has the answers.

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Frozen sales have consistently declined as consumers gravitate toward fresher options. Manufacturers have tried to invigorate the category with new products. To succeed, these new offerings need to catch consumers' eyes and drive them to trial. 
Source: Nielsen Scan Track.
Frozen Foods Chart

Among packages tested, the most attention-grabbing design kept consumers looking 2X longer than the least attention-grabbing design. Which design do you think stood out the most? Click the packages to find the answer.

Lean Cuisine
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Marie Callenders
Try again
Evol
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Stouffers
That's right

Standing out is just the first battle, though. After that, consumers need to like a package design.

Lean Cuisine

#1 Most Liked

Lean Cuisine

#2 Most Liked

Stouffers

#3 Most Liked

Standing out is just the first battle, though. After that, consumers need to like a package design.

Lean Cuisine

#1 Most Liked

Lean Cuisine

#1 Most Liked

Stouffers

#1 Most Liked

Which design struck consumers as particularly tasty?

Marie Callenders
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Evol
Try Again
Stouffers
That's Right
Lean Cuisine
Try Again
Some designs pack a lot of personality. Which design do you think seemed most authentic to consumers?
Lean Cuisine
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Marie Callenders
That's Right!
Michelinas
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Evol
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It's essential that a package design fits with the brand and conjures the right kinds of associations for consumers. Which design do you think generated this word cloud?
Banquet
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Atkins
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evol
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It's essential that a package design fits with the brand and conjures the right kinds of associations for consumers. Which design do you think generated this word cloud?

Atkins
Try Again
Banquet
Try Again
evol
Try Again
Craft Beer Audit Report Cover
Want to learn more about current trends and best practices for creating package designs that win with consumers in the frozen aisle?
Craft Beer Audit Report Cover

Want to learn more about current trends and best practices for creating package designs that win with consumers in the frozen aisle?