Bellisio Foods, makers of Michelina’s, is test-marketing a new line of frozen foods cross-branded with “The Joy of Cooking.”... I just have one problem with the concept: Isn’t the whole point of buying frozen foods to experience the joy of not cooking?



Bellisio Foods, makers of Michelina’s, is test-marketing a new line of frozen foods cross-branded with “The Joy of Cooking.” That’s right, that venerable Irma Rombauer cookbook that’s probably on your mother’s kitchen shelf right now (unless she gave it to you or your spouse).

The packaging, designed by CBX , is very snappy, with elements that scream class: a white background, understated type, mouth-watering product photos and, of course, the red circular “Joy of Cooking” logo, as distinctive here as it is on the books. It’s an interesting spin on the “comfort foods” theme: Just like Mom used to make.

I just have one problem with the concept: Isn’t the whole point of buying frozen foods to experience the joy of not cooking?