Super Chill Products

Super Chill Products is a cold-storage kind of name, the sort you expect on ice cream, frozen novelties, or other refrigerated food rather than on a fancy shelf brand. By our assessment, the appeal of a company like this is simple: it promises familiar chilled goods that live or die by texture, temperature control, and the freezer aisle. The downside is also built into the category, because frozen and chilled products can be very ordinary and depend heavily on distribution getting them to the case in good shape. In use, this is the kind of brand people notice when it is missing from the freezer, not when it is being pondered. It sits in the everyday frozen-food lane, and Super Chill Products sounds more practical than exciting.