As a disruptor in food industry, refrigerated and frozen food thrives and gradually earn a place in the market and win bunch of consumers in these years. From the aspect of popularizing rate, it seems that refrigerated and frozen food can be considered a quite successful disruptive innovation in food category.

(http://images.businessweek.com/ss/06/09/300m_innovations/source/8.htm)

However, several months ago in New York, “Frozen food makers plan to launch their first national TV ad in defence of their products on Tuesday as the category fights to boost slipping sales.” (The Associated Press, 2014)

Compared with disruptive innovations in electronic device industry or entertainment market, which simply simplify people’s life and allows a whole new population of consumers who didn’t have corresponding high skills or were;t wealthy enough to enjoy such products or services, food market is much complex. People want to know what they eat directly which will stay in their body and digestion system for several hours and eventually be transformed into life energy.

Is the frozen food as fresh as fresh food? What is its component? Is there any nutrition left with it? … Consumers always have a galaxy of questions when it is related to their physical health. I guess why that is why the rise of the disruptive innovation, the refrigerated and frozen food does not severely affect neither the recent market of grocery nor the situation of restaurants or shops.

Related Article:

Food Industry To Air First TV Ad, The Associated Press, Published Monday, May 12, 2014 12:50PM EDT