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Sales of frozen hand-held entrees (non-breakfast) fell off a cliff in 2014 after a healthy three-year build. Unit sales were down 7.5% for the year, according to IRI data, while dollar sales were surprisingly up 0.9%, suggesting that where there is unit growth, consumers are buying more expensive brands than those they bought in past years. Meanwhile, multiserve frozen dinners and entrees declined 14.3%, and single-serve frozen dinners and entrees dipped 2.4%. The declines is likely driven by growing interest and offers for fresh-made dinners and entrees.
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