The frozen breakfast food category, including waffles, pancakes and French toast, has seen relatively flat growth overall during the past year—but with pockets of positive sales data pointing toward new opportunities.
The frozen snacks and appetizers category is seeing growth as consumers ask for—and brands attempt to deliver—bold, international flavors to complement traditional, tried-and-true favorites. As always, millennial consumers remain vital to the success of this segment of frozen foods.
The frozen breakfast category, anchored by waffles, pancakes and French toast, has produced its share of picks and pans over the past year, largely dominated by a handful of big-dollar items with little variation in sales.
Hillshire Brands Co. agrees to acquire Van’s Natural Foods from private equity firm Catterton Partners for $165 million. The purchase would broaden Hillshire’s portfolio of frozen food products and extend the company’s reach into gluten-free products, cereal and snack categories.