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When I’m seeking solace and peace of mind, I like to go to the grocery store and walk down each food aisle, perusing new products. (Believe it or not, this has the same effect for me as an hour of yoga…and is a lot less strenuous.) As I approach my golden years, I notice that my sense of taste has changed, as well as my interest in certain products. I’m no longer drawn to the mass-produced and overly processed cookie and chip aisle. No…my loyalties now lie with the true BFY–or “Better For You” foods.

Like most people I know, I tend to opt for fresh products and seasonal goods instead of those languishing behind the freezer doors. While I do enjoy some of these products on occasion, I will rarely choose a frozen meal over a fresh meal.

The frozen meal tundra is no longer dominated by overly processed foods. Players big and small have emerged in an attempt to compete with the Lean Cuisines and the Bertolli’s out there. I applaud the smaller, growing stars, whose BFY frozen meals actually taste like food and offer something slightly different. These are products you would be proud to serve to your friends and even children, knowing you can pronounce the majority of the ingredients.

I strongly believe that the frozen food category presents a huge opportunity to manufacturers and marketers The brands above are one’s for us to watch and apply our learning’s to future work. I find the newer products often have a compelling story to tell, and it is up to us as branding specialists to figure out the best way to tell that story.

On that note, I invite you to visit your local non-specialty grocer store and see if you notice the change happening among us.