The trial at its St Albans, Welwyn Garden City and Clacton stores is utilising Unilever customer research.
"The aim of the trial is to create a warmer shopping environment with clearer sub-category segmentation in order to make shopping the fixture easier for our customers," said Safeway frozen category manager David Price. He said one of the main barriers to buying frozen was customers' preference for fresh. "We have tackled this through food images displayed behind light boxes to convey strong food values, along with the use of our new frozen strapline Frozen for freshness'," said Price.
Safeway has also reviewed its frozen range and is testing a number of deletions to reduce customer confusion.