Maybe it’s all about how it’s packaged or presented.

While many consumers perceive frozen foods as overly processed or even “unhealthy,” in-store bakeries — where many baked goods come from frozen dough or are partially baked or fully baked frozen — have a more wholesome image.

“Consumers see in-store bakery as ideal for freshness,” said Tom Vierhile, innovations insights director for Datamonitor. “They think those products are baked fresh daily. In some cases, they are. In others, they’re not. That perception is reality to consumers.”