>>image problem of frozen food; code fights for credibility
The Hilton was packed for this year’s British Frozen Food Federation annual luncheon which was, as always, a great bash. But I couldn’t help feeling that proceedings were partly overshadowed by recent events. I am, of course, talking about the demise of Hibernia which was, understandably, a major talking point at the luncheon.
There was also plenty of chat about the other issues facing those trying to make a living in the frozen food sector - such as the deep discounting in the freezer cabinet, the inability to get a premium for added-value lines and the squeeze on space.
These issues are not unique to the frozen food sector; plenty of other suppliers are suffering similar headaches. It’s just that the pain seems far more acute for frozen food companies. And that’s due, in no small measure, to the fact the industry knows that it faces an uphill battle persuading consumers that fresh is not always best. Too many shoppers see frozen as a cheap and second rate alternative. Changing that perception is not going to be easy. Unilever’s frozen foods arm is already working hard to tackle this problem and I wish the BFFF well in its efforts to engage with the entire industry to change the way consumers see frozen.
But should retailers do more? I’m convinced frozen food’s massive image problem is partly due to the fact the frozen food aisles in most stores are such grim places to shop. As you will see on page 19, our mystery shoppers complained the freezers they had to visit for The Grocer 33 were badly merchandised and full of rogue items dumped by other shoppers. We have all had experiences like that. So is it any wonder your average shopper is being turned off frozen food?
When we asked the suppliers who sit on our reader panel what they thought of the supermarket code of conduct, they gave it a massive thumbs down. I have no idea what the OFT review of this much-derided code will yield. But it will have to produce something pretty special to persuade sceptical suppliers that the code is not a complete waste of time. Given the OFT’s record of late, I would not hold your breath.
it’s a grim place to be
A waste of time
The Hilton was packed for this year’s British Frozen Food Federation annual luncheon which was, as always, a great bash. But I couldn’t help feeling that proceedings were partly overshadowed by recent events. I am, of course, talking about the demise of Hibernia which was, understandably, a major talking point at the luncheon.
There was also plenty of chat about the other issues facing those trying to make a living in the frozen food sector - such as the deep discounting in the freezer cabinet, the inability to get a premium for added-value lines and the squeeze on space.
These issues are not unique to the frozen food sector; plenty of other suppliers are suffering similar headaches. It’s just that the pain seems far more acute for frozen food companies. And that’s due, in no small measure, to the fact the industry knows that it faces an uphill battle persuading consumers that fresh is not always best. Too many shoppers see frozen as a cheap and second rate alternative. Changing that perception is not going to be easy. Unilever’s frozen foods arm is already working hard to tackle this problem and I wish the BFFF well in its efforts to engage with the entire industry to change the way consumers see frozen.
But should retailers do more? I’m convinced frozen food’s massive image problem is partly due to the fact the frozen food aisles in most stores are such grim places to shop. As you will see on page 19, our mystery shoppers complained the freezers they had to visit for The Grocer 33 were badly merchandised and full of rogue items dumped by other shoppers. We have all had experiences like that. So is it any wonder your average shopper is being turned off frozen food?
When we asked the suppliers who sit on our reader panel what they thought of the supermarket code of conduct, they gave it a massive thumbs down. I have no idea what the OFT review of this much-derided code will yield. But it will have to produce something pretty special to persuade sceptical suppliers that the code is not a complete waste of time. Given the OFT’s record of late, I would not hold your breath.
it’s a grim place to be
A waste of time
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