Arctic Gardens: Give them some vegetables
Situation analysis
Overall assessment
Sales have been slipping (-3.5%) in the category of frozen vegetables for the past three years. This is an undifferentiated category led by price sensitivity where 54% of sales are generated through discounts and where private brands dominate. In addition, the consumption of fresh vegetables is continuously growing. In 2013, 90% of the vegetables consumed in Canada were fresh, which represents a 3% increase over the previous year. [1] The frozen food section, in grocery stores, is less and less attractive to consumers and isn't visited...