Millennials are under pressure to love cooking just because a good chunk of their generation does.
As a result, entire categories of food, like frozen meals are considered the ultimate taboo.
What’s the real problem?
79% of Millennials make time for their passions, hobbies, and other extracurricular activities. So it felt odd that competitive products were positioning their frozen meals as shortcuts in and overwhelming world. More telling was that 67% of Millennials have tried passing off a frozen meal as homemade.
The real walk of shame.
Not every millennial fits the stereotype of loving cooking. Therefore, alternatives to cooking, like frozen meals are often seen as edible shame. And the walk from the freezer to the microwave is a long one. How could Lightlife take some of the pressure off this group and make them feel okay about not loving to cook?
Be the shameless choice.
With sustainable ingredients and bold flavors on their side, Lightlife was primed to be the frozen meal you could be proud to eat. Thus, Heat With Pride was born.
