Frozen finds niche in mass with innovative merchandising.(varied approaches to this burgeoning category )(Brief Article)(Statistical Data Included)

Managing the $27 billion frozen food category is like a game of chess; it's almost impossible to predict the consumer's next move. And although sales of frozen items are expected to rise 6% this year, there's no telling where the next trend will lead or what will emerge as a best seller.

At the National Frozen Food Convention Oct. 6 to Oct. 10 in San Antonio, representatives from Wal-Mart, Harris Teeter and H.E. Butt Grocery shared their varied approaches to this burgeoning category with industry vendors.

For Wal-Mart, the priority is staying in stock on key items, while at Harris Teeter, the focus is offering a broad selection of unique entrees. Though different, both approaches seem to be working well.

"Strategically ... in stock is much more important than variety," said Wal-Mart buyer Greg …