Reigniting the frozen sector

The proposed diversification into frozen food by Greggs (MarketingWeek.co.uk 5 July) should ignite interest and buzz in this lacklustre category.

With YouGov figures that say one in four consumers rarely visit the frozen food aisle in supermarkets and almost half believing the offer is uninspiring, it’s good to see an alliance between Greggs and sector leader Iceland responding to this challenge.

Owen Catto
Managing partner,
Live & Breathe

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