Iceland is teaming up with a star from the Great British Bake Off to launch an anniversary themed cookbook.
The retailer first published the “Iceland Guide to Cooking from Your Freezer” in 1985 with Mary Berry, who is now a judge on the BBC programme. This year, Iceland has teamed up with 2011 finalist Holly Bell for frozen recipes in aid of the Children’s Food Trust – a national charity which works to improve children’s diets.
Iceland is celebrating its 45th anniversary this year and the new book will feature 45 recipes which showcase the brand’s ‘The Power of Frozen’ campaign.
Holly Bell featured on series two of the programme with showstoppers like gooseberry and elderflower bakewell tarts and banoffee millefeuilles with caramel icing. Since finishing joint runner-up, Bell has established a career as a successful cookbook writer and food blogger.
“I love frozen food for so many reasons. Like so many of us, I work to a weekly food budget and can’t bear to throw anything away,” said Bell.
“I especially like that it’s often fresher than ‘fresh’ food. Of course, freezing food to preserve it requires no nasty artificial preservatives or extra sugar and salt.”
The recipes will feature various Iceland ingredients including ostrich fillets and will cover a range of occasions from midweek suppers to meals for entertaining.
“We’ve seen sales of sea bass, scallops and ostrich rocket in recent months,” said Iceland CEO Malcolm Walker.
“These are exciting ingredients that are being cooked up in British homes and people are choosing to buy them from frozen because it’s so much more flexible than fresh. We are so pleased to have Holly on board. She is as passionate about frozen as we are and that’s saying something!”
The new cookbook, The Power of Frozen by Holly Bell will be available in Iceland stores from 2 September for £5.99. To accompany the release a series of video recipes will be available online at Iceland.co.uk/foodtv
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