Luvo: The frozen category is ripe for reinvention

Another brand on a mission to revitalize the frozen case is Luvo (formerly LYFE Kitchen Retail), a chef-inspired range of  flatbreads, entrees, oatmeal, breakfast wraps, pancakes and Greek yogurt bars that is now in Publix, Target, Safeway, Kroger and Whole Foods.

Founded by Stephen Sidwell, the firm has recently brought in former Starbucks exec Christine Day as its new CEO, and has ambitions to expand into multiple categories across the store - and beyond (it's just struck a deal with Delta Airlines), said Sidwell.

"Last year we were in 91 stores with 10 skus. Today we're in 7,000+ stores with more than 60 skus, and we're getting great turns."​

While a lot of frozen food can be bland, Luvo products are bursting with flavor and packed with superfoods from ancient grains and seeds to kale, said Day: "The category is ripe for reinvention."​

Luvo entrees have fewer than 500 calories and less than 500mg of sodium, and can be cooked in the oven or the microwave in their patented paper pouches, modeled on the French en papillote technique, which helps preserve nutrients, colors and flavors.