Sep 7 - An increasing number of Britons are buying frozen food as they seek great tasting, good quality, versatile meals, according to the Food and Drink Federation's (FDF) Frozen Food Group.
Research carried out for the Frozen Food Group by Insight Track Ltd shows that 81% of respondents who buy branded frozen food do so as it has a good taste and flavour and 78% buy it as it is good quality. Also, 81% of consumers either agreed or strongly agreed that frozen foods are versatile and convenient.
The research revealed that 9% of respondents are purchasing more frozen food than they were six months ago and 10% are eating more food from the freezer.
Norman Soutar, Chairman of the Frozen Food Group, and Managing Director of William Jackson Food Group, says:
“The frozen food market is changing in line with consumer needs and tastes whilst retaining its fundamental store cupboard benefits of convenience, choice and availability. 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.”
The industry is continuously working to respond to changing consumer needs through innovative new product development. Examples of ways in which frozen food manufacturers have developed their products to meet consumer demand and ensure they are of the highest quality, include:
-
Young's relaunched its Chip Shop Omega 3 range with reduced fat, a new 'permission to eat' sunflower oil format and a new omega 3 content.
-
The preparation time for McCain's potato products from washing, peeling, cutting and cooking through to final freezing is less than 90 minutes, so as much of the natural goodness of the potato as possible is retained. McCain switched to using sunflower oil for all its products, which has reduced saturated fat across its portfolio by 72%.
-
R&R Ice Cream carried out consumer research, which identified a clear consumer demand for quality, branded, real Cornish ice cream with provenance of ingredients and 'Britishness' as key motivators to purchase. The Kelly's of Cornwall brand uses whole local milk and clotted cream. R&R says quality improvements are at the top of its agenda for its entire ice cream portfolio – for example moving to no artificial colours, flavours or preservatives across its key brands.
-
Birds Eye freezes all of its peas within 2.5 hours of picking and other products are frozen within strict timescales to ensure nutrients and taste are locked in. Once frozen, the level of vitamin C content within Birds Eye peas remains largely stable. Birds Eye's fish is also frozen at source, within hours of being caught, ensuring higher levels of freshness. The company 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 your five a day within an individual portion.
-
Aunt Bessie's uses 'store cupboard ingredients' wherever possible in order to reassure consumers that nothing artificial is included in its products. Aunt Bessie's parsnips are manufactured within a limited window each year to ensure use of best available raw material.