Consumers still falling for frozen food

An increasing number of Britons are buying frozen food for their taste, quality and versatility of meal options, according to new research from the Food and Drink Federation.

Frozen foods
Frozen foods

The industry body’s Frozen Food Group has found that 81% of respondents who buy branded frozen food do so because of the taste and flavour, while 78% say they buy it because of its good quality.

Further, 81% of those interviewed either agree or strongly agree that frozen foods are versatile and convenient.

The research carried out by Insight Track on behalf of the FDF also found that 9% of respondents are purchasing more frozen food than they were six months ago and 10% are eating more food from the freezer.
Recent developments among brands include Young’s Seafood relaunching its Chip Shop Omega 3 range with reduced fat.

Birds Eye has also invested in new product development, creating healthier options, including an Omega 3 Fish Finger, Birds Eye Soya Beans and Eat Positive Meals that contain at least one of consumers’ five a day within an individual portion.

Norman Soutar, Frozen Food Group chairman, and William Jackson Food Group MD, says: “This research reinforces what frozen food manufacturers have suspected for some time: consumers are shopping smarter – they know that the freezing process locks in nutrients and vitamins and that the versatility of frozen food means it is easily incorporated into making great tasting meals.”

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