The frozen aisle is a fascinating section in the world of CPG brands. Unlike most other shelves in the grocery store, frozen brands live behind glass, that is almost always frosted over. Shoppers are peering through a cold, foggy barrier, so the packaging has to work harder with bold colors, loud type, and no time for fluff. 

What’s even more interesting is that frozen no longer carries the stigma it once did. The outdated idea that frozen equals low-quality or unhealthy is quickly, well, thawing. In fact, with food waste top of mind and freshness being redefined, frozen might just be the future. Below is a list of frozen CPG brands that are already redefining the category and catching our eye through those frosted glass doors.