The British Frozen Food Federation (BFFF) has launched a promotional campaign on social media aiming to smash “myths” that frozen is inferior to fresh.
Six short films over six months will highlight “surprising” meals that can be made with ingredients ‘Fresh From the Freezer’ - the name of the campaign.
The BFFF is targeting more than three million consumers through various social media channels including YouTube, along with the Fresh From the Freezer website.
The first film, to be launched today (6 December) with a Christmas theme, features a premium festive roast dinner made entirely from frozen ingredients.
Future films will include gourmet steak and lobster for Valentine’s and fruit smoothies for the new year.
“The videos showcase amazing-looking and surprising food that’s made fresh from the freezer, smashing the myths that frozen is inferior in quality and appeal to fresh,” said BFFF chief executive John Hyman.
“This is another sign of confidence in the frozen food market which has remained the most buoyant part of the grocery sector. In the last 12 months, frozen has achieved a market growth of 5%, putting frozen foods ahead of both chilled and ambient.”
BFFF members, who have funded the campaign, continued to innovate, add premium quality products and build awareness of the convenience and reduced food waste that frozen delivered, Hyman added.
“We’re confident these factors will continue to drive growth supported by our new campaign,” he said.