Frozen Fruit Myths…Debunked!


With ample evidence that frozen is just a good as fresh when it comes to getting delicious, healthy fruits into your diet, you might still hear that voice in the back of your head – the one hanging on to the notion of “fresh” – the one that makes you feel that during the winter months when produce shelves are wanting, frozen is a necessary compromise.

It’s understandable. Fresh is great, and it has long been a mantra for healthy eaters. And, old notions of frozen – those established prior to quick freezing technology – can bring to mind ideas of ice-encased foods that lack taste or nutritional value. But those ideas are old-school. A rising interest in competitive prices and low waste, along with an effort by consumers to raise the bar on their nutrition has only contributed to making frozen, well, cool.

It’s important to get your servings of fruits and veggies. They are simply the best avenue to maintaining weight, improving health, and preventing disease. So, in an effort to reinforce what those who enjoy their fruit every season of the year already know, we’re debunking some frozen myths (using the wild blueberry as a case in point) that will help even fresh fanatics turn toward the freezer section.

Myth #1: Frozen isn’t as nutritious as fresh. 

Not so. In fact, this myth has been proven to be untrue for quite a while. Way back in 1998, the Food & Drug Administration confirmed that frozen fruits and vegetables provide the same essential nutrients and health benefits as fresh – great news for those seeking year-round healthy foods. Consider this: wild blueberries top the ORAC chart of 40 tested foods, making them the #1 antioxidant fruit – fresh or frozen – it makes no difference.

Myth #2: OK, but frozen definitely isn’t better than fresh.

This one may surprise you: Quick frozen foods like wild blueberries actually can be. They retain their nutritional value longer, and they are preserved at their peak, not before. Since development of a technology known as the individually quick-frozen (IQF) method, foods can be frozen when they are at their peak of freshness. Some fresh-sold fruits are picked early to ensure they won’t spoil during the long shipping and storage, but not those that are quick-frozen. And, their value doesn’t deteriorate during storage periods, something that is inevitable with fresh-sold fruit. The ability to be captured at their peak of taste, ripeness and nutrition means everything you like about your favorite fruits is captured and locked in for the duration.

Myth #3: Frozen means a glob of ice.

Chalk this one up to quick freezing technology as well. IQF means the integrity of delicate foods like berries is completely preserved. The wild blueberry, for example, as small as it is, holds its shape and texture through the quick freezing method. Because the “I” in IQF stands for Individual, frozen berries maintain their identities – they don’t glob together in balls of ice. They maintain their quality for more than two years, too. So, if you still think using frozen foods means chopping through the tundra, think again.

Myth #4: I cook, and frozen is harder to use.

This is simply not the case. Performance is first class for IQF fruit. For example, blueberries have superior performance when used in recipes, and retain their structure even better while frozen – and they can be used in most recipes that call for blueberries. Plus, frozen is a better choice for concocting frosty, nutritious smoothies. (Also, did you know frozen wild blueberries have less water than cultivated blueberries, making them the better choice for most recipes?)

Myth #5: Big frozen packages just aren’t convenient.

Don’t kid yourself. Single servings are easy to extract from the freezer for use in meals, in recipes, or for snacking. Stand-up bottoms with resealable zip pouches are available for some premium products. And, frozen is always there when you want it – whenever you need a cup, a scoop or a sprinkle. What could be more convenient?

Myth #6: Frozen fruit isn’t premium quality.

Debunked. The most popular frozen fruit brands use only premium fruit for freezing, yielding a consistently superior product.

Myth #7: With frozen, I don’t know what I’m getting.

Frozen fruit is just that: fruit. Unless the label says otherwise, frozen fruits like blueberries contain one ingredient. They have no caloric syrups and additives, and are just pure, unadulterated, nutrient-rich fruit.

Myth #8: Impressive. So, frozen must be more expensive.

Not a chance. Frozen fruits are usually found at a remarkable value when compared to in-season pricing. And, you can buy them in economically sound bulk packages knowing that no aging or spoiling means no waste, adding to the economic benefit.

Forgoing fruit during the long winter season? How uncool. Now is no time to compromise on your health. Every season is the perfect season for taste and nutrition – go frozen!

18 thoughts on “Frozen Fruit Myths…Debunked!

  1. Courtney

    I recently purchased a bag of simple truth frozen magos and I feel like I’m eating air. No flavor? >:( disappointing..any suggestions?

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  3. SitiMasitoh

    mmmm. my mouth is watering at the very thughot of it. blueberries seem a long way away its winter here, so our sweet temptations are more like a sticky date pudding. But I like the thughot of summer fruits makes it all seem warmer

  4. Steph T.

    I highly recommend them for eye problems. I was having eye problems due to HRT medicine. I did a little research after visiting my eye doctor and a friend mentioned the visual benefits. I can testify after eating them daily for a month in my shakes, my eyes are healed. Apparently, there was a good reason they were given to pilots in World War two.

  5. Joe Grygas

    I just found, in the back of my freezer, a package of blueberries I picked (organic) myself 26 months ago. They still look good. Is there any chance they might still be good for eating or making juice. I have a package of strawberries, too, that I’m not sure how long they’ve been frozen. Same questions. Thank you.

  6. Wild Blueberries

    Hi Joe, the standard recommendation on keeping frozen fruit is 6-12 months. However, if your berries still look good (not freezer burned) you could certainly try thawing them and tasting them to see if they still have great flavor. Enjoy 🙂

  7. MrRichardFader; Fort Lee, NJ

    Myth 6 may be correct, frozen fruit might be of lesser quality. Having lived in California and had ancillary involvement in the agricultural industry I know the ripest strawberries are picked first for the fresh foods market. After the ripe strawberries are harvested the berries of lesser quality are picked for the frozen foods, jams, jellies and preserves industries.

    Agricultural laborers are paid by the hour to pick the ripe berries for the fresh market. The berries are therefore handled more carefully. The lesser strawberries harvest is paid as piece work because those berries can be handled less carefully. It’s not only an esthetic difference. The inferior quality of frozen strawberries is obvious.

  8. Wild Blueberries

    Hi Richard – thanks for your thoughtful comment. While it is true that in some industries the best berries are sold fresh, when it comes to Wild Blueberries, 99% of the crop is frozen so it’s actually the opposite – the very BEST berries get selected for IQF freezing. If you haven’t tried them you should – way more intense flavor than a cultivated blueberry. Yum!

  9. Richard Fader; Fort Lee, NJ

    Oh but I do. I use frozen blueberries in protein shakes to make an alternative to ice cream and thawed blueberries in yogurt, cottage cheese, oatmeal and on and on.

    Prepared “blueberry” yogurt barely contains any blueberries at all. It’s not a significant amount nutritionally. Everyone would be better off mixing their own blueberry yogurt.

  10. Wild Blueberries

    Hi Cy, you can definitely freeze stewed fruit although sometimes you will notice it is a little watery when you thaw it out, but otherwise go ahead and enjoy!

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  12. Arjun Kumar

    Frozen fruit and vegetables can be healthier, with higher levels of vitamins and cancer fighting antioxidants, than leafy ‘fresh’ produce. They scored better on antioxidant-type compounds – including Vitamin C, polyphenols and many more.

  13. Suzanna

    If frozen is actually better than fresh fruit and vegetables, why are they often sold at a lower price than their fresh counterparts? It just doesn’t make sense commercially, to go through extra steps of freezing only to sell at a reduced price.

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