Whole Story

The Official Whole Foods Market® Blog

Frozen Just Got a Lot Cooler

AppetizersConfession time. There may have been times in my life when I’ve relied on frozen food to feed everyone from me to my family to a whole party of people. I may also have sprinkled it with parsley and called it homemade.

Why don’t we want to admit to our frolics with frozen? Well, frozen food is convenient, but is often loaded with questionable ingredients like hydrogenated oils and artificial preservatives, flavors and colors.

Here at Whole Foods Market®, we took a good hard look at what we’d want in the freezer aisle, and made an entirely new line of frozen pizzas, dinners, appetizers and desserts. Of course, like all food in our stores, they meet all our quality standards. But the best part? They taste incredible. Now I get to spend more time eating a delicious, quality meal rather than cooking one. And I am more than happy to admit it!

Take a look. (Word of warning, you may drool.)

Wood Fired Pizza Buffalo Mozzarella with Cherry TomatoesWood-Fired Pizza at Home

Not your average frozen pizza pie, these Schiacciata-style (means “squashed” in Italian) pizzas feature a thin crust perfectly suited to a quick bake in a wood-fired oven where it browns and crisps to perfection.

Still building your backyard wood-fired oven? Fret not. We’ve par-baked these in an authentic one (in Italy!), so all you have to do is heat and serve for that same great Italian taste. It’s a main dish for two or a delicious addition to your appetizer table.

Penne All'ArrabbiataDate Night Any Night

Our grown-up skillet meals for two are not your run-of-the-mill frozen dinners. Ready in seven minutes or less, you can enjoy worldly cuisine together at home with no fuss or takeout tipping.

The Italian meals are created in Italy with the aromatic cheeses that make them irresistible — look for Penne all’Arrabiatta, Fettuccini Alfredo, Gnocchi Quattro Formaggi and more.

And the Asian meals, including Orange Chicken and Broccoli Beef, tantalize the taste buds with complex sauces, crisp vegetables and chicken or beef from animals raised without antibiotics.

Vegetable PotstickersEntertaining Done Easy

Want an impressive spread in minutes? Just heat these new appetizers, serve and party!

Recipes from India to China make for perfect appetizers — think samosas, potstickers and egg rolls — featuring vegetables seasoned with authentic herbs and spices, traditional cooking methods and chicken and pork from animals raised without antibiotics.

A quality leap above what you may have relied on before, our new selection will have your guests wondering if you snuck in a caterer.

Chocolate Chip Lava CookiesNew Luscious Desserts

Sweet. Creamy. Gooey. Dessert better be darned good, or why bother? We created these special desserts for when your meal for two won’t be complete without one — or for when it’s just you and you want a nice treat.

Made with the same high-quality ingredients you find throughout our store, each is a delicious experience that makes dessert worth it. With choices like Caramel Apple Blossoms, Caramelized Panna Cotta, Chocolate Lava Cakes and Chocolate Chip Lava Cookies, you should really grab a few. They keep in your freezer so they’ll be there when you need them.

Do you turn to frozen foods for convenience? Which of these will make an appearance in your grocery basket?

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41 comments

Comments

Michael Reinders says …

Are any of the newly announced products Gluten-Free? Thank you. Michael

Nikki - Community Moderator says …

@MICHAEL - Thanks for asking! At this time, none of the products in the new line are labeled as Gluten Free. I will pass this along to the Private Label team for your suggestion!

melissa lynch says …

I love them!!

Kait says …

Are any of the new options vegan?

Michelle says …

What flavors do these come in? Are these pizzas the same as the better for you brand in your Florida?

Megan says …

@MICHELLE - These are new items that have been developed over the past year! Our new pizza flavors are Buffalo Mozzarella with Cherry Tomatoes, Margherita with Cherry Tomatoes, and Stracchino and Arugula.

Megan says …

@KAIT - The Vegetable Fried Rice and the Potato and Pea Samosas are vegan.

Ray Larivee says …

WE shop close to noon on Wednesdays. Can your weekly specials be available on line by 10 am on Wednesdays?

Ginger says …

Can't wait for the new store to open.

Dylan Taylor says …

Great to have ya'll in our area, good luck

Dawn says …

Are any desserts vegan? Or agave sweetened?

Dotty says …

I am hoping that this new line is low in sodium and potassium. Please say it's so as I have had to stay away from frozen foods due to kidney issues. My fingers are crossed waiting for your replay. :-)

mike says …

Just got home from the grand opening of our Virginia Beach store. This is the best store in your chain so I feel sorry for everyone living somewhere else. gluten free choices for my wife, beer growlers, hand made pasta, wood fired pizza, crazy amount of fresh seafood. great people working there. wonderful.

Juanita Cozza says …

I've recently moved to Florida from Michigan where I frequently shop at Kroger. They carry a Soy chorizo product that's impossible to find else where. It's a great vegan/vegetarian product!

Donna Tate says …

Glad to see it. I already liked your frozen food section in your larger stores, this is great!

SN Burgett says …

Bring back the vanilla pound cake in its original size easy to open paper wrap, PLEASE!

Jacqueline Andra says …

Checked out the Grand Opening of your Virginia Beach, VA store yesterday....on opening day...and I have to say despite the crowds and directing of traffic, it was fantastic and the store reps held up to Whole Foods standards...please make sure this stays the norm and would love to see a store closer to me or on the Peninsula side of Hampton Roads.....one is NOT enough....I was driving 2 hours once a month to Richmond so happy to have one here more local..Your selection, customer service can NOT be beat...keep it up

arroba says …

I call my freezer my "best friend." Living alone and cooking just for me, I always freeze leftovers in individual portions. Often I freeze meals like "tv dinners" (meat, potatoes or pasta and vegetable) which I defrost in my refrigerator for the next day's lunch or dinner. Every container is labeled with contents and date it was frozen. (I have a big roll of masking tape and tear off pieces to use for labels.) I also have a "bulletin board" (the quick-erase kind) where I list all meals and frozen leftovers. Bread for sandwiches, rolls, sweet breads and desserts have a special shelf in my freezer. Nuts for baking and cheeses also are frozen to be used as ingredients for special dishes with no worry about rancidity or mold. I used my freezer exclusively for meal preparations when my five children lived at home, but now that they are grown and on their own, I have no worry about cooking for one person because my freezer preserves leftovers. I'm 74 years old and strive never to waste food. With a freezer, everything I cook is eaten, now or subsequently.

Allison Dexter says …

Love the new samosa's but my store always run out.

Linda b says …

Will you be carrying any goat milk ice cream such as the highly rated laloos?

Brian Atkins says …

Do you sell amaranth flour?

Carolyn says …

I use to get "Grits Cakes with Shrimp chopped in them " at you store deli, now I can't get them. Can you help? They were small, the size of maybe a silver dollar, very good. Thanks

Rita says …

I get Naan Pizza from Tandoor Chef at Fresh Market. Fantastic! I can't find them at Whole Foods.

Satori Gregorakis says …

I have been a long time supporter and buyer at Whole Foods. It wasn't until recently I started noticing where your foods are produced. I saw once in the Asian section, a Japanese brand of oodon (sp) noodles. When I read the package I noticed it said 'Product of China. I thought that was strange.' I prefer products from U.S. I feel safer buying them. The BULK items, i.e., rice etc. have no labels to indicate where the product is imported from. Can you start labeling everything please. Thank you.

Brook says …

Love the new pizza, veggie egg rolls and potstickers! Had all my friends go pick them up this weekend as we prepared for hurrican Sandy! This new line is amazing!

john morley says …

what type of turkeys are available for this thanksgiving

Megan says …

@JOHN Selection varies depending on your region and store, so please check with your store's Customer Service desk or meat department for information regarding types of turkeys. Thanks!

Ted Begnaud says …

All, I'm so excited !

Barbara Franklin says …

Are any of these gluten free and without MSG, hidden or otherwise?

Irene Martin says …

Any plans to add vegan pizza to the frozen list? I buy the one with cheese and mushrooms on it from the counter at the Long Beach location and it's so good!

Isabelle says …

Is this frozen range gm free like your 365 and organic range, since nothing else seems gm free guaranteed at whole foods.

Clare Coughlan says …

hi whole foods. question. i am always really sad about my weight. if i eat these foods will they make me fat??? i know all foods make you fat but will these make me extra fat?? just let me know quickly before i eat them all. thank you

Debra Copes says …

There are reports that ur perpaird food is made in China and we know what they do there. The led in kids toys. They don't care about the US and ur health.

Alex says …

Fantastic product line! Everything we have tried so far has been super delicious and fast. Pizzas are terrific - nice thin crust (much better than bread-like crust on 365 line), delicious toppings and are so easy to prepare. Fettuccini Alfredo and Fettuccini Alfredo de Formaggi are incredible - better than in most high-end Italian restaurants. Easy to prepare as well, great fridge life and most importantly, my son cleans up the plate every time we make it :). Great job WFM for bringing us these wonderful products from Italy!!! I also look forward to trying Asian selection very soon. Please don't change anything :)))

crystal white says …

Your frozen foods are very good, but I wish they can be less sodium and less sugar, May be you can make another line of frozen with less sodium and sugar.

brian says …

OMG these are all Delicious started with the pizza I can not get enough of them thank you

connie olson says …

this is a great product line..I wish there were more Indian Entrees and Mexican

howard montgomery says …

Can I order frozen dinners to be delivered?

Nikki - Community Moderator says …

@HOWARD - At this time we do not have a way to ship perishable items. Check with your local store as they might be able to deliver them to you home, but at this time, no shipping options.

Zach says …

I tried the frozen Beef with Broccoli. Why do they add stevia extract?! It ruins it. At least put a big clear disclosure that it uses sweetening alternatives. I am disappointed. I love that I don't have to read every single ingredient label at wholefoods but perhaps that has changed.

Brigitte Avigdor says …

how do I get a list of your freshly baked breads I get recipe but that ;is not what I want why is it so complicated to find products like Pates "none" I know you carry it, I have bought it in your store also Picard frozen meals