The British Frozen Food Federation has called on the multiples to review their pricing and promotional policies in order to breathe fresh life into the category.
BFFF president Howard McEvoy said the decision by Heinz to sell its frozen arms and Unilever’s review of its European operations should be a catalyst.
He said: “When two major branded players take such radical actions, it is important to look at exactly what is going on.”
McEvoy claimed that
price wars between the multiples had created a poor image for frozen food among consumers. Speaking at the BFFF’s annual luncheon, McEvoy suggested that the multiples would like to see an end to price wars. “A more considered pricing policy by the multiples would lead to an elevation in quality, and raise the esteem of the frozen sector in consumers’ eyes.”