After 20 years of declining sales and a deteriorating image, frozen food is finally recovering, figures from British Frozen Food Federation out this week suggest.
In the year up to 10 September, although sales value fell 1% to £4.44bn, retail volumes were static.
Alf Carr, BFFF director general, heralded a stabilised market. "Most significant is the rise in the much-maligned frozen confectionery and desserts, up 6% to £249m."
Carr said the demise of some weaker and less quality-orientated players had helped to rekindle interest, as had better prices and fewer deep cuts and bogofs.
Frozen fish rose 4%, while pizza rose 2% to £341.6m.
However, latest figures from ACNielsen show that frozen food sales fell 0.8% in the four weeks to 15 July, despite having risen 2.1% in the previous four weeks.