SuperFresh, the Leading Frozen Food Brand, Is in the Fridge

The leadership journey of SuperFresh, which introduced frozen food to Turkey, and details about the brand's newly launched campaign called "What's in the Fridge?" were shared at the press conference.

Stating that as Kerevitaş, Turkey's leading frozen food and oil company, they continue to invest in R&D and innovation for a sustainable future, Kerevitaş CEO Mert Altınkılınç, “For SuperFresh, which was selected as the “Most Loved Brand (LoveMark)” for the first time in frozen food, 2024 was a year in which we achieved ‘firsts’ in innovation and communication. We introduced approximately 50 new products to consumers with a focus on innovation. SuperFresh contributed to the growth of the category while consolidating its leadership with the highest household access of approximately 3 million annually, in addition to 50% tonnage growth and three-fold increase in turnover in the last 8 years. The frozen food sector, which reached a market of approximately 25 billion TL and 85 percent penetration in the last three years, has become one of the fastest growing categories. Frozen Food, which meets consumers’ expectations of taste, quality, affordable price and sustainability, will continue to stand out as the “food category of the future” in the coming period.”

There is “SuperFresh” in the fridge

Stating that they closely follow consumer insights and rising trends while creating their marketing strategies, Kerevitaş CMO Gulizar Ocal Dogan, said the following about the new advertising campaign: Our focus areas with SuperFresh will continue to be communication, innovation and accessibility in 2025. Our new communication campaign was based on questions that we all frequently use in our daily lives, such as "What are we going to have for dinner?" or "What's in the fridge to cook?" “What's in the Closet?” With our innovative and wide product range, we address the consumer with our values ​​of 'trust, sustainability, innovation, practicality, accessibility and leadership'. Thanks to our products that enable savings, we say 'there is abundance in the fridge as well as the freshness and flavor of the field'. We know that consumers place practical, delicious, reliable and affordable products in their fridges. That's why we say 'whatever our consumers have in their fridges, that's also in our fridge' and we respond to their expectations by saying 'There is "SuperFresh" in the fridge'.

Celebrity Chef Refika Birgül Continues to Accompany SuperFresh on Its Leadership Journey

Refika Birgül, who has been accompanying SuperFresh on its long-term leadership journey, also emphasized in her speech that frozen products are not only practical but also important in combating food waste. Birgül said, “SuperFresh is a very reliable brand that meticulously handles every stage of its journey from raw material selection to reaching the end consumer. Also a pioneer in sustainability, SuperFresh undertakes many responsible activities that I am happy to support in order to prevent food waste from farm to table. We previously explained SuperFresh’s journey from farm to plate with the campaign called “SuperFresh Bi’ Yolculuk” (A SuperFresh Journey) in order to increase awareness about frozen foods and to provide accurate information to consumers. Now, we are saying that there is abundance, taste and practicality in our refrigerators with SuperFresh products.”

Source: HORECA TREND and SuperFresh