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Frozen Food Makes Push As Sales Flag

New York — Frozen food makers planned to launch their first national TV ad in defense of their products on Tuesday as the category fights to boost slipping sales.

The ad will include the tag line “Frozen: How Fresh Stays Fresh” and is intended to address negative misconceptions people have about frozen foods.

It’s part of a marketing campaign being funded by the American Frozen Food Institute, an industry group that represents companies including Nestle, which makes Hot Pockets and Lean Cuisine, and ConAgra, which makes Healthy Choice and Marie Callender’s.

The push comes as frozen food sales have been hurt by a move toward food people feel are fresh or natural. Although frozen vegetables are often touted as being just as wholesome as their fresh counterparts, frozen meals and snacks are widely seen as being full of sodium and preservatives, or lacking in the taste department.