Just like contestants on a game show, supermarkets feel like they're about to pick the winning door -- except in this case, they're not on Let's Make A Deal. These doors are in aisle eight, where the frozen foods are.
Sales of frozen foods are up in general, but they're especially hot in the natural/organic sub-category. Consumer interest and improvements in freezing technologies and packaging are helping to spur trial and generate repeat sales.
"[Organic and natural] frozen i