Frozen Food Market Transformation with Bold New Launches

Frozen food is no longer just a convenience—it is reinventing itself in taste, format, and market strategies. The 2024–2025 period marks a major turning point as innovation, premiumization, and strategic expansion reshape the category for industrial buyers, procurement professionals, and B2B stakeholders.

Breaking the Ice on Frozen Food Innovation

Recent industry developments highlight a shift toward elevated, protein-rich, globally inspired and gluten free frozen offerings:

• Nestlé’s Tombstone brand launched french fry style pizza crusts. The gluten-free lineup features options such as Loaded Bacon Cheddar, which includes a potato crust layered with cheddar cheese and topped with a savory blend of bacon, pork belly, mozzarella, and assorted cheddar cheeses. Another variety, Chili Cheese, starts with a potato crust smothered in hamburger chili cheese sauce and is finished with mozzarella and cheddar cheeses, red onions, and parsley.

• Farm Rich, a subsidiary of Rich Products Corp., has unveiled a new range of frozen breakfast items. The lineup includes Sausage Stuffed Biscuits—biscuit-style pockets filled with sausage, eggs, and cheddar cheese, offering 12 grams of protein per serving; Bacon Breakfast Roll-Ups—scrambled eggs, Monterey Jack cheese, and bacon wrapped in a tortilla, providing 10 grams of protein per serving; Cinnamon French Toast Sticks, delivering 13 grams of protein per serving; and Loaded Hash Brown Bites, which contain 7 grams of protein per serving.

• Mason Dixie Foods has expanded its lineup of convenient meal solutions with the introduction of frozen breakfast burritos and chicken sandwiches. Each burrito delivers 14 to 15 grams of protein per serving and is made with cage-free eggs, Monterey Jack and cheddar cheeses, skillet potatoes, and green chile. Flavor options include Egg and Cheese, Chorizo and Carnivore, and Sausage. The new chicken sandwiches are available in two varieties: Crispy Chicken and Spicy Chicken Biscuit.

Innovation emphasizes protein, clean label ingredients, novel formats and convenience across occasions from breakfast to snacks.

ITC Acquires 43.8% Stake in Prasuma, Strengthening Its FMCG Portfolio

Diversified conglomerate ITC has entered into definitive agreements to acquire a 43.8% stake in Prasuma, a leading brand in India’s frozen, chilled, and ready-to-cook food segment. The initial investment of ₹131 crore values the company at approximately ₹300 crore. This marks ITC’s fifth major acquisition in the fast-moving consumer goods (FMCG) sector over the past 7–8 years, following the successful acquisitions of Savlon, Nimyle, Sunrise, and Yogabar.

David Protein Expands into Seafood with Premium Cod Fillets and Bold Marketing Message

David Protein has introduced a new offering of four wild-caught Pacific cod fillets, sourced from a sustainable fishing partner, available for $55 through its online store. Alongside this, the brand continues to sell its 12-pack protein bars for $39. The company’s seafood products have also recently debuted in-store at Happier Grocery in New York City.

To promote the launch, billboards across the city highlight the product’s nutritional edge with the message: “Boiled cod. Slightly more protein per calorie than our bars.”

Peter Rahal, co-founder and CEO of David Protein—best known for co-founding RXBAR, which was acquired by Kellogg for $600 million—spoke to The Wall Street Journal about the strategy behind this unconventional marketing push.

Regional Summary: Frozen Food Developments by Brand

United States

•  Farm Rich (Rich Products Corporation)

  • Region: Southeastern U.S. (Headquartered in St. Simons Island, Georgia)

  • Overview: Farm Rich is expanding into the breakfast segment, bringing its well-known frozen snack quality into new territory. Its high-protein breakfast line—including stuffed biscuits, roll-ups, French toast sticks, and hash brown bites—caters to busy American consumers seeking quick yet nutritious options.

• Mason Dixie Foods

  • Region: Mid-Atlantic U.S. (Headquartered in Baltimore, Maryland)

  • Overview: Mason Dixie Foods continues its mission to “clean up” the frozen aisle with better-for-you comfort foods. The company’s latest offerings include frozen breakfast burritos and chicken sandwiches made with simple, premium ingredients like cage-free eggs and green chiles, resonating with health-conscious U.S. consumers.

• David Protein

  • Region: Northeastern U.S. (Based in New York City)

  • Overview: Known for its protein bars, David Protein has entered the frozen seafood market with wild-caught Pacific cod fillets. Sold both online and in New York City’s Happier Grocery, the brand’s expansion reflects a growing U.S. trend toward functional, protein-rich frozen offerings with sustainable sourcing and edgy marketing.

India

•  ITC & Prasuma

  • Region: South Asia (India-wide presence; ITC headquartered in Kolkata)

  • Overview: ITC has acquired a 43.8% stake in Prasuma, one of India’s leading brands in frozen, chilled, and ready-to-cook foods. This strategic investment strengthens ITC’s FMCG portfolio, aiming to deliver innovative, first-to-market “good-for-you” products tailored to India’s evolving frozen food market. It also aligns with ITC’s broader strategy of premiumizing its food offerings.

Key Players & Strategic Developments

Rich Products / Farm Rich: Farm Rich is bringing the same great taste and convenience that fans love from its frozen snacks into the breakfast category — now with a hearty boost of protein to power even the busiest mornings.

ITC & Prasuma: ITC is excited to support Prasuma and looks forward to collaboratively developing a comprehensive, best-in-class portfolio of frozen, chilled, and ready-to-cook foods. With innovative, good-for-you products that lead the market, ITC is confident that the combined offerings will exceed the expectations of their discerning consumers.

David Protein: It has expanded its offerings to include frozen raw cod fillets, now available alongside its popular fudge brownie and blueberry pie bars.

Conclusion: A New Chapter for Frozen Food Globally

The frozen food industry is undergoing a remarkable transformation, driven by consumer demand for healthier, more convenient, and innovative meal solutions. From protein-packed breakfast items and globally inspired comfort foods in the United States to strategic investments and category expansion in India, brands are redefining what frozen food means in 2025.

Companies like Farm Rich, Mason Dixie Foods, and David Protein are leveraging bold formats, sustainable sourcing, and clean-label ingredients to win over health-conscious consumers. Meanwhile, ITC’s acquisition of Prasuma signals growing interest in premium, ready-to-cook solutions in the South Asian market.

For procurement leaders, industrial buyers, and B2B stakeholders, this shift presents significant opportunities—whether through private label collaborations, retail expansion, or tech-enabled supply chain integration. As innovation and premiumization continue to reshape the landscape, frozen food is proving it is not just a fallback option, but a forward-thinking category poised for long-term growth.

About the Author

Karabi Sonowal is an experienced SEO Executive and Content Writer in digital marketing. She excels in SEO, content creation, and data-driven strategies that boost online visibility and engagement. Known for simplifying complex concepts, Karabi creates impactful content aligned with industry trends. She can be reached at [email protected]