frozen digital feature

Sir, With eight out of 10 positive factors highlighted in your digital feature on frozen food (10 Things You Need To Know About… Frozen Food,, 24 February), the sector is clearly doing well. However, you chose to lead the article by highlighting that consumer perceptions of frozen food have worsened over the past year. This is at odds with the commercial reality.

Over the last five years frozen has added over £650m of value, at a time when consumers have been strapped for cash and grocery has been experiencing deflation. The total retail frozen food market is now worth almost £5.8bn [Kantar Worldpanel 52 w/e 6 December 2015]. This growth has been driven by premiumisation and innovation from many of the leading frozen food brands, coupled with a recognition by consumers that frozen offers them quality, convenience and great value. What’s more, your feature highlights that half of Brits believe using frozen instead of fresh helps them save money and 57% agree it helps them avoid waste. These positive attitudes are the result of brands and the BFFF investing in several award-winning consumer campaigns, recognised among others by The Grocer’s own Marketing, Advertising & PR Awards.

Clearly there are still challenges the industry faces, such as an improved in-store shopping experience and encouraging consumers to buy a wider range of frozen products. But based on our track record our industry is well on the way to overcoming these challenges.

Brian Young, chief executive, British Frozen Food Federation