When you think about the celebrity packaged goods movement, which food/beverage categories come to mind first? I’m going to guess that very few of you had frozen dinners pop up in your head…but maybe that changes soon. Manufactured in partnership with Golden West Food, and available exclusively at Walmart, “MasterChef” Gordon Ramsay, Guy Fieri, and several other celebrity chefs are bringing their colorful charisma to the frozen section. For many years, frozen food companies attempted to attract younger consumers with healthier and updated options. And it seemed like all that product innovation would go mostly unnoticed…that is until March 2020. The new and improved frozen foods section became a huge winner in the “Great Lockdown” era. So, what’s next? I guess offering consumers the ability to essentially reach right into the TV and grab what that celebrity chef is cooking!

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