Alexia pledges all products to be Non-GMO Project verified in a year

By Adi Menayang contact

- Last updated on GMT

Alexia pledges all products to be Non-GMO Project verified in a year

Related tags: Potato, Want

Introducing new flavors and sourcing fully non-GMO ingredients for all of its products are part of Alexia’s agenda this year.

Alexia has been one of the go-to options for the time-crunched foodie and homemaker for years. It’s most recent launches are Crispy Rosemary Fries and Organic Sweet Potato Fries; the former recently ranked in Parents Magazine’s 25 Best Frozen Foods of 2016​.

“Inspiration for the new product came from the restaurant industry as we analyzed what emerging seasonings were popular in high-end restaurants,”​ Rob Johnson, Alexia’s senior brand manager, told FoodNavigator-USA about the Crispy Rosemary Fries product.

“These crispy russet potatoes are cut with the skin on and seasoned with a generous helping of rosemary and sea salt. You really smell the rosemary out of the bag and it only gets better when you bake them,”​ he added.

New year, new goals

Alexia has gone a long way since its founding in 2002 by chef Alex Dzieduszycki, and then its acquisition by ConAgra​ in 2007. Having always positioned itself as a better-for-you frozen side, the company came under scrutiny​ in 2011 when the FDA warned it over its “all natural” label claim.

But today, the company wants to be as transparent as possible, and cater to the growing demand for transparency and verification. According to Johnson, the company’s biggest announcement this year is that all of its offerings will be Non-GMO Project verified in the next 12 months.

“We are already 90% of the way there with only a few items left to finish the process of Non-GMO Project verification, and we’re excited about the commitment we’ve made to our consumer,”​ Johnson said.

He added: “transparency is important, and we want everyone who eats Alexia products to know they can feel good about putting it in front of their family—and that their family is going to love it!”

Demand for convenience

An analysis of Nielsen data by the National Frozen & Refrigerated Foods Association (NFRA) found that in the effort of reducing waste, frozen produce is increasingly popular​.

“People are still looking for convenient solutions at meals that taste great and offerings like Alexia's meet their need of wanting to eat organic or natural,”​ Johnson said.

Competition in the freezer aisle is strong, Johnson contends. He added: “I think as long as we continue to innovate, and people continue to need convenient relief from their busy lives, frozen food is going to be strong.”

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