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In my view, the misperceptions are driven by two factors, namely the "Iceland effect" and lack of trial. For many years, the point of reference for frozen food has been Iceland which sells in the main frozen "fast food". Its certainly no "Picard" (the French supermarket which sells mainly - delicious - frozen food). Folks here always connect Iceland with frozen food. I wrote to the MD of M&S some years ago suggesting that he trial frozen food as it needs a high quality supermarket like M&S (or Waitrose) to lead on changing perceptions. The second issue is lack of trial. If folks were incentivised to try frozen vegetables instead of "fresh" veggies they would soon realise that the "fresh" vegetables sold in the UK are far inferior. It needs a well-known chef & food blogger to step in with an endorsement! In-house freezer space remains a limitation but given the increasing incidence of top-up shopping, it may not be as big a barrier as before.