Shaking up the frozen case: Good Food Made Simple
While snacks and beverages dominated the aisles at Expo West, we were excited to see some innovative new players in the frozen case.
One fairly new player in this space is Boston-based Good Food Made Simple, led by Foodmark managing principal George Gavris, who is “on a mission to clean up the frozen food aisle” and provide convenient options without artificial preservatives, flavors, colors, sweeteners, partially hydrogenated oils plus a whole list of other things on the Whole Foods’ list of ‘unacceptable ingredients’.
The brand, which was developed by Foodmark executives in 2010 and is now in 5,500 stores including Target, H.E.B., Publix and Safeway, focuses on frozen breakfast products from burritos to oatmeal, breakfast bowls, and egg patties.
However, it has also developed other products such as mac & cheese and could move into several other categories in future, said Gavris.
“The frozen case has been really neglected until quite recently, but we’re starting to see some smaller brands acting as agents of change.
“While we pay close attention to fat and sodium and sugar, eating clean and simple is about using ingredients that consumers recognize and understand.
"The first couple of years were challenging, but 2013 was a really good year for us and we’re doubling our portfolio this year as retailers are asking us for more lines. In 2013, we did around $6m, in 2014 we’re aiming for more like $18m.”
