June 12, 2018

More Freezer Doors with Less Innovation and Less Insects

Brooklyn…The size of a successful supermarket can often be measured in the number of freezer doors. In the general market, there may be several doors exclusively devoted to frozen meals, which is not a major category in the kosher stores. At Gourmet Glatt in Cedarhurst the 69 doors include a significant segment of ice cream and such items as health breads, French fries, onion rings, bourekas, franks in blanks, fish sticks, surimi, pancakes, blintzes and the like. At Evergreen in Monsey there are 80 freezer doors “and we could use more,” says Malkie Levine. She says that the gluten-free and diet lines are “exploding” and will demand even more freezer space in the coming months and years. Store managers say that a growing section is frozen vegetables, largely because of the fear of insects in the fresh category, specifically strawberries, broccoli, brussels sprouts and cauliflower. There is also a growing presence by Israeli companies like Of Tov and “let’s not forget the frozen pizza,” which it seems is always a winner.

Although there is a constant shower of new items, say the store managers, there is also a great deal of overlap. But Mrs. Levine says that there is a need for the various brands because of “brand loyalty” in the freezer space. It was also apparent that profit margins in the freezer are often far greater than shelf stable items, another good reason to increase the number of freezer doors.