Frozen Foods Section

Shopping environments within supermarkets also changed in the middle of the twentieth century. After World War II, increasingly affordable refrigeration led to a frozen foods boom and a new aisle at the grocery store. Both shopping for and eating pre-packaged frozen foods were new experiences for consumers.

New products like Sara Lee’s “fresh frozen” baked goods competed for freezer space in stores and homes. Sara Lee needed its packages not only to effectively store the contents, but also to convince customers of the benefits of buying and eating them. Sara Lee marketed its frozen cakes and rolls to appeal to women’s desire for convenience, providing a time-saving, quality treat that the company promised would taste as good as homemade.

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