Speciality Food Feb/March 2024

be optimistic for frozen as a category. “My gut feeling is that we will see more growth in the sector,” says Matt. “We’re continuing to grow and innovate as a business. We’re launching several new products early this year. We’ve found a new partner to make our popular herby parmentier potatoes, so those will be top of the list. And we have a wonderful new chicken schnitzel, a lovely apple tart with lots of sliced apples and a buttery pastry, a rich fruits of the forest streusel, and an apple fritter. The idea is to keep building on the range, bringing in things that complement each other. Things of quality. Quality and value are what matter most to people.” 26 @specialityfood frozen food can be really very good. Matt feels consumers are looking at premium frozen in a more open- minded fashion, due to brands like Fieldfare, which are pushing the boundaries to get the message across that it’s the perfect, and best, way to buy certain items. He cites frozen pizza dough as an example of changing perceptions. “You can buy one, two, five – as many as you need. There’s no mess. Take it out, defrost it, the yeast comes back to life, and you have perfect pizza, ready for your toppings. That’s a product people are buying into and trustingmore and more.” That trust, as well as positioning and strong point-of-sale messaging, are essential for fine food retailers. Fieldfare, Matt says, has always helped with branding, fromproviding freezers and backboards, to signposting visitors on its website to stores that stock its products. He’s noticed some shops are now putting freezers front and centre of their offering, alongside fresh produce. “It’s about being confident frozen is a good signpost of quality. We’re trying to create a destination around frozen, and we get a lot of positive feedback on branding.” Quality, these days, can be perceived as stretching beyond the taste, texture and provenance of a product – customers want to be assured the businesses they support are doing their bit for the environment, and Fieldfare is constantly looking at ways to be as sustainable as possible, with a low/ no waste ethos. Around 90% of its products are sold unwrapped, and the bags on offer at point of sale are compostable. “That’s something we’ve been pioneering,” says Matt. “Although, ideally, we want shops to encourage customers to bring in and reuse their own tubs. Sustainability is something that reallymatters to us.” A growing sense of optimism With readymeal creators seeing off-the-charts sales, and retailers reporting enhanced interest in frozen food, there is good reason to JESS COOKS CARRIBEAN-STYLE CHICKEN CURRY Part of a range specially formulated for children, with prime ingredients and lower salt. Suffolk chicken breast is simmered into a creamy curry sauce. jesscooks.co.uk STRONG ROOTS MEDITERRANEAN ORZO BAKE High in protein and low in saturated fat. Tender orzo combines with tomato and grilled Mediterranean vegetables in this vegan bake. strongroots.com GSN MEAN MEXICAN BEEF CHILLI Mince, kidney beans and vegetables mixed into a spiced Mexican sauce, with added soya to boost the protein content to 29g. Served with long grain rice. mygsn.co.uk FIELDFARE PAIN AU CHOCOLAT Bringing a touch of the continent to the table. Real butter flaky pastry conceals a rich dark chocolate centre. field-fare.com CHARLIE BIGHAM’S FOUR CHEESE MACARONI A new release for the brand. Macaroni cloaked in a sauce of vintage Cheddar, Emmental, Regato and Mozzarella. Topped with crispy ciabatta – and more cheese. bighams.co.uk SIMPLY ICE CREAM BROWN BREAD ICE CREAM Made to a secret family recipe. Indulgently creamy, with a whirl of caramelised brown breadcrumbs infusing every bite with a toasty, sweet flavour. simplyicecream.co.uk GIRL GONE WILD WILD VENISON CHILLI & FENNEL MEATBALLS WITH PUTTANESCA SAUCE Wild venison and pork meatballs seasoned with fennel and chilli, in a warm sauce of crushed tomatoes, Kalamata olives and capers. ggwfoods.co.uk SUPPER CLUB LAMB HOT POT Tender pieces of British lamb are slow- cooked in a glossy, rich sauce, with a hint of mint, then topped with a crispy layer of tasty potato slices. supperclubcompany.com FIELDGOODS CAULIFLOWER BUTTER MASALA This sustainable, chef-led brand brings its own spin to a classic curry, infusing roasted cauliflower and chickpeas into a deeply flavoured, thick masala sauce. fieldgoods.co.uk BYRUBY CLASSIC BRITISH LASAGNE A traditionally-made classic, layering a rich tomato sauce filled with grass-fed British beef and pork mince with egg pasta and creamy bechamel. byruby.co.uk Gone are the days where we all had onemeal at the table that tended to accommodate everyone. Frozen can provide choice here, to satisfy a new era of consumption MATT WHELAN UK ICE CREAM SALES INCREASED BY 10% IN AUTUMN 2023 SOURCE: KANTAR STOCK CHECK S P E C I A L I T Y F O O D M A G A Z I N E * 2 0 2 4 *