POST-WAR BUST AND BLOSSOMING OF THE BRANDS

The frozen food industry rode into the post-war period on a high tide of enthusiasm. It seemed to many, who were basing their forecasts on the wartime experience, that the way ahead would be continually onward and upward.

Nor was this line of reasoning entirely without foundation. After all, the frozen food industry had increased its productive capacity many times over during the war and was still able to sell everything it could produce.

Furthermore, although there were still some major holdouts, most food chains had begun to stock frozen foods.

Millions of eager new consumers, who had formerly looked on frozen foods as novelties, were now buying not only fruits and vegetables, which had been the bulwarks of pre-war frozen food lines, but also previously unheard-of items. Among these were beef stew, corned beef hash, chop suey and even frozen baked beans.