My saved folder on Instagram is a rich, substantial archive of good intentions involving shallots, pot roast, and the most moist upside-down orange cake you’ve ever forked.
I’m forever considering becoming the type of person who keeps fresh herbs alive. But it’s Monday, I’m busy, and the gap between who I am and who I strive to be feels equivalent to the number of dishes I’d have to clean after making the recipe. For me at least, other things currently matter more than learning to cook chicken sous vide on a random weekday, but I’d still like to eat as though I’d made the effort.
Grocery stores seem to have identified this gap as a growth opportunity.
1 response to “Shelf Life 131: Frozen Meals Are Getting Better And Here’s Why”
Loved bringing Counter’s brand to life, humbled that they are included in this article. I’ve seen firsthand how much opportunity there is in a category that historically hasn’t put nearly enough emphasis on brand, appetite appeal, or the actual experience of shopping the freezer aisle.
Convenience doesn’t have to mean compromise — in the food or the design. Excited to see where the category goes from here.
Thanks for the great write-up, Chloe! Really appreciate you including Counter in the conversation.