Food manufacturing companies go to great lengths to get the taste of their products just right. However, some fail to give their products’ branding the same level of attention once it enters the marketplace. Branding differentiates frozen food products in a competitive marketplace, sometimes making the difference between acceptance and rejection by the end users—operators that ultimately use the product in their restaurant, cafeteria or industry feeder.

More than just a name, however, branding is the sum total of a frozen food product’s identity—from its name, logo and tag line to its Promises made in advertising, and packaging; to the Product itself and how it performs in quality, cost and ease of preparation; to the Organization, its people and sales personnel; and, to the organization’s reliability in delivering the whole product, the Systems that make it all work.

Get these basic concepts to work—Promise, Product, Organizational Environment and the Systems that make them function—and you’re building Brand Equity. The goal is to place positive attributes of the product in the operator’s mental awareness, so they will consider it in a positive way in their operations and on their menus.

For example: If a frozen foodservice product is superior, but what sets it apart is its packaging—its “re-closeable” ability or, its “stay-fresh” container design—and the manufacturer doesn’t take advantage of the differentiation by consistently associating the key benefit with its name in marketing materials, advertising, public relations messaging and packaging, they’ve literally missed the gravy boat.

Any worthy Unique Selling Point (USP) of a product should be used to set the product’s name, or brand, apart from its competition. If an operator can acknowledge the value of saving money on his bottom line by reducing stock losses from freezer burn, all he/she needs is knowledge of the fact that the product exists that can do this for them.

One way a company can accomplish most of the above would be to have an award-winning food manufacturer design, produce and deliver custom food products with that company’s branding applied to it. Windsor Foods is a good example of a company that can do just that, and they understand branding from top to bottom.

Windsor Foods can custom-develop an individual product or entire frozen food lines for chain restaurants, institutions and individual companies. They manage 27 state-of-the-art production lines in ten FDA-approved manufacturing plants located in seven states. The company’s kitchens can meet the strictest production criteria and demanding timelines while providing versatile packaging solutions from three-ounce packages to 2,000-pound bulk packaging.

The product development team at Windsor Foods has the expertise and in-place systems to make it all happen, working to develop innovative ideas while taking care of all the support activity like formulation, specification writing, regulatory labeling, HACCP and quality standards.

How about a frozen-filled pasta with a unique filling or shape? What about a unique chili or barbecue product? Whether it’s old world Italian, hearty Southwest comfort foods, authentic Pan-Asian, real Mexican, appetizers or any unique fusion solution, anything's possible when working with a professional frozen foods manufacturer like Windsor Foods.