An Air Fryer for sale at Kroger Marketplace in Versailles, Kentucky, U.S., on Tuesday, Nov. 24, 2020.
Adam Graves, president of Nestle U.S.'s pizza and snacking division, said the company is leaning into the air fryer boom through its frozen food brands, specifically to offer customers more value.
Other Nestle products, like Hot Pockets, now include air fryer cooking instructions alongside directions for heating up in the microwave and oven.
Tyson is also a third of the way through adding air fryer directions to its packaging for its frozen prepared foods.
The air fryer directions are boosting Tyson's brand favorability, according to Hall, who cited recent brand health data.