Food Business News - July 20, 2021 - 56

line, creating a frozen dinner, Mr. Skinner
said. Brothers Gilbert and Clarke Swanson,
leaders of the company, led the TV
dinner project as well. Betty Cronin, a
bacteriologist working for Swanson Foods,
figured out how much time would be
needed to cook three different food items.
" It was much more of a team project
than any one person, " Mr. Skinner said.
Thanks to the TV dinner, Americans
could eat while watching " I Love Lucy. "
Swanson sold 10 million turkey dinners
in 1954.
The microwave marriage
The history of the Stouffer's brand, a
rival to Swanson, dates to 1922 when the
Stouffer family opened a restaurant in
Cleveland, according to Nestle SA, Vevey,
Switzerland, which now owns the brand.
The family went on to open a
chain of restaurants. Freezing
items allowed the company to
sell them to consumers as takehome
items. By 1954 Stouffer's
restaurants were serving over 14
million meals, and the company
was creating frozen entrees, too.
Stouffer's gained an edge
over Swanson in one area: speed.
Litton Industries, Inc., which
offered brand-name products
like Litton microwave ovens,
acquired Stouffer Foods Corp. in
1967, according to the Encyclopedia
Britannica. The microwave
oven became a way to heat
frozen foods more quickly.
Nestle acquired the Stouffer's brand
in 1973. Lean Cuisine entrees, each
containing fewer than 300 calories, were
introduced in 1981.
Cauliflower crust
Earlier this century Gail Becker knew
how to heat and eat frozen food, but that
was about it.
" If it's possible to know less than nothing,
then that is what I knew, " she said.
Since her two sons with celiac disease
could not eat gluten, she began experimenting
in her kitchen, making gluten-free pizza
with cauliflower crust. The trial-and-error
efforts eventually led to a satisfying product,
and the creation of Caulipower, a frozen
pizza brand.
Early on, Ms. Becker read about the
frozen food industry and spoke to as many
people as she could, learning new words
and what certain acronyms meant.
56
Food Business News
" And I hired a lot of people much
smarter than me to teach me about the
business, and I was like a sponge quite
frankly, " she said. " I learned something
new every day. I'm still learning something
new every day. "
Once the Caulipower frozen pizza
caught on, it brought new consumers into
the frozen foods aisle.
" I think that's one of the reasons
why retailers are very much drawn to the
brand, " Ms. Becker said.
Recent resurgence
Ms. Becker sold the first Caulipower
pizza in February 2017. That same month
Packaged Facts, Rockville, Md., released
a report stating overall US sales in the
frozen food category were flat. Packaged
Facts projected US sales would fall to $21
Jacksonville, Fla., an integrated sales and
marketing provider in the consumer packaged
goods industry. In the second half of
2020, the sales growth was 18%.
" As COVID-19 set in, consumers began
eating at home more out of necessity, "
said Colin Stewart, executive vice president,
business intelligence at Acosta. " To
adapt, they searched for new ways to cook
creatively, and for many, frozen foods were
the answer. Total frozen sales grew 20.6%
from 2019 to 2020, outpacing the growth
of total store and total edibles.
" Frozen foods have come a long way,
and recent innovation has driven the appeal
from mere convenience at the expense of
taste and quality to something for every
palate and dietary concern. The category's
expanded offerings give consumers a quick
and cost-friendly way to enjoy diverse dishes
in the safety of their own homes. "
Innovation has come in
Caulipower
founder
Gail Becker
popularized
cauliflower
crust for frozen
pizzas.
the historic Birds Eye brand,
which now offers vegetable-based
pasta and zucchini-based
noodles, Mr. Skinner
said.
" We've got a rice cauliflower
offering that is really
popular, " he said. " We have
fried cauliflower offerings that
are very popular in bars and
restaurants right now. "
Nestle SA in 2021 is
exploring ways to expand in
plant-based items. Company
sales in plant-based meat
analogs are over $200 million,
billion in 2021 from $22 billion in 2016 in
the four frozen foods categories of frozen
dinners/entrees, frozen pizzas, frozen
side dishes and frozen appetizers/snacks.
Product innovation, including bold flavors,
varieties inspired by world cuisines
and products with healthier nutritional
profiles, were strengthening the market,
according to the report.
Sales picked up after the report came
out. Then they soared during COVID-19 as
more consumers ate at home.
Packaged Facts, in a June 2020 report,
revealed US frozen pizza sales registered
a compound annual growth rate of 2.6%
from 2014-19, rising to $5.63 billion in 2019
from $4.94 billion in 2014. Packaged Facts
projected sales to hit $6.38 billion in 2020,
drop to $5.97 billion in 2021 and eventually
reach $6.49 billion in 2024 thanks to a
forecast 2.9% CAGR from 2019-24.
US frozen food sales grew 23% in the
first half of 2020 when compared to the
first half of 2019, according to Acosta, Inc.,
said Ulf Mark Schneider, chief executive
officer, in a Feb. 18 earnings call.
" But when you look at the wider opportunity,
when you look at where we use
these ingredients to then make more attractive
downstream offerings like frozen
pizza with plant-based toppings or frozen
meals or other prepared dishes, then it's a
much bigger opportunity, " he said.
Ms. Becker has kept the frozen food
innovation coming at Caulipower. Besides
pizza, the company in the frozen food
category has expanded into cauliflower
chicken tenders, pasta and rice.
What idea will next advance the
frozen food industry? Ms. Becker said it
could be home delivery.
" The cost of frozen shipping to end
consumers is still very high, " she said. " I
think that is something that is ripe for
innovation. " FBN
Jeff Gelski
jgelski@sosland.com
July 20, 2021
CAULIPOWER

Food Business News - July 20, 2021

Table of Contents for the Digital Edition of Food Business News - July 20, 2021

Food Business News - July 20, 2021 - Intro
Food Business News - July 20, 2021 - 1
Food Business News - July 20, 2021 - 2
Food Business News - July 20, 2021 - 3
Food Business News - July 20, 2021 - 4
Food Business News - July 20, 2021 - 5
Food Business News - July 20, 2021 - 6
Food Business News - July 20, 2021 - 7
Food Business News - July 20, 2021 - 8
Food Business News - July 20, 2021 - 9
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Food Business News - July 20, 2021 - 11
Food Business News - July 20, 2021 - 12
Food Business News - July 20, 2021 - 13
Food Business News - July 20, 2021 - 14
Food Business News - July 20, 2021 - 15
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Food Business News - July 20, 2021 - 80
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