Speciality Food March 2026

28 @specialityfood “Frozen food is a major part of the UK grocery market. Worldpanel data shows total spend reached £8.8 billion in the 12 months to November 2025, up 1.9 per cent year on year. “However, the real value of frozen food can’t be captured in a headline sales figure. At a time when one in five households say they are struggling financially and grocery costs are a growing concern, frozen food plays a vital role in many people’s diet. “It is helping households access nutritious food that lasts longer and can be used when it is needed. Our research shows families could save around £1,100 a year on a healthy 5-a- day diet by choosing frozen fruit and vegetables as part of a balanced diet. “At the same time, frozen food helps reduce food waste, which accounts for up to 10 per cent of global greenhouse gas emissions. And, the waste reduction isn’t just in households, but also in food service outlets, institutions and right across the supply chain .” EXPERT VIEW Rupert Ashby, CEO of the British Frozen Food Federation (BFFF) Frozen food is vital Our research shows that families could save around £1,100 a year on a healthy 5-a-day diet by choosing frozen fruit and vegetables JACKIE PHILLIPS BISTRO CHEF CHRISTOPHE LACROIX BISTRO CHEF MATT WHELAN FIELDFARE SAM & ELLIOT DAY FIELDGOODS CONTRIBUTORS RUPERT ASHBY BFFF T here are plenty of challenges facing the British consumer now, frombudget constraints to time crunches and a desire to live more sustainably... while also creating healthy – not to mention delicious –meals for all the family. It’s no wonder that they’re feeling the pinch. Thankfully, fine food retailers have the solution in the form of frozen food. “Frozen food fits well with the realities many households are facing,” explains Rupert Ashby, CEO of the British Frozen Food Federation (BFFF). “It offers convenience and affordability at a time when budgets are under pressure and time is limited. Importantly, consumers are increasingly aware that frozen locks in nutrients and vitamins so is a fresh as the day it was harvested when used. “Our research shows that 71 per cent of shoppers feel frozen food helps themmanage portions and reduce waste. That is good for household finances and good for the environment. Frozen also allows people to enjoy small, affordable treats at home, delivering quality and comfort without the cost of eating out.” In great news for fine food shoppers and sellers – the days of frozen food being centred around the likes of crinkle cut chips and fish fingers is long gone; these days, renowned chefs are creating restaurant-worthy dishes for discerning customers to enjoy at home, health-driven brands are serving up nutritionally balanced meals for all the family to relish; and shoppers can personalise their purchases thanks to self-serve options that run the gamut from deliciously buttery pastries to meal solutions, fruit and veg to desserts. Restaurant quality... but convenient Bath-based chef Christophe Lacroix has built a loyal fanbase in his local town and now beyond thanks to the proven popularity of the convenient fine foodmeal solutions he’s created under the Bistro Chef brand. “With restaurant prices rising, and quality hard to find when eating out, the attraction of premiumhome dining is evident,” says Jackie Phillips, director. Originally trained in a Michelin- starred restaurant in France before travelling around the world as a private chef and putting various Bath establishments on the map ever since, Lacroix was inspired to create such in-home dining experiences by customers themselves. “His brasserie customers were asking if they could have his dishes as take-home for their dinner party at the weekend,” explains Jackie. Why frozen? “Firstly there is the shelf life which gives flexibility to consumers and keeps waste right down for retailers. But it also means that we can offer a wide range in a small batch kitchen,” says Christophe. “We often get asked if freezing affects flavour and quality. It doesn’t. We blast freeze our dishes and this maintains maximum integrity of the ingredients, ensuring texture and flavour is maintained. The recipes are also developed specifically for freezing. We test each new product before production starts to ensure that it freezes well and reheats to perfection.” The three ‘c’s What makes frozen food such a golden opportunity in 2026? Convenience, consciousness and cost,” say Sam and Elliot Day, founders of Fieldgoods. “Convenience will never not be important, and it’s growing. People are workingmore, they care more and they have less money to spend. Frozen answers all three. By having food in the freezer you can have more on hand. It has a longer shelf life so there is less waste and it’s therefore better for the environment. No waste also means lower cost, relative to quality.” “Freezing is nature’s preservative,” agrees Matt Whelan, managing director at Fieldfare. “It locks in freshness and nutrients without the need for artificial additives, giving shoppers reassurance around quality while allowing themmore time to use what they buy. At a time when consumers are focusing on what’s in their food and how it is made, frozen naturallymoves to the forefront.” Frozen food is no longer a compromise, say Sam and Elliot. Shoppers no longer need to choose between variety, health and convenience. “Gone are the days of the freezer aisle just being for chips – a people care about ingredients, additives, stabilisers – and the good news is none are needed in frozen. There is a growing awareness that frozen IS fresh! There’s no nutrition lost. Plus, shoppers are looking for easy options that don’t compromise fromwhat they’d expect in fresh food: taste, sustainability and quality ‘real’ ingredients.” For Matt, the magic of frozen food lies in its sustainable credentials. “Sustainability has become much more front of mind, even when cost remains important, and consumers are thinkingmore carefully about food waste, packaging and value. Our loose frozen proposition naturally supports all three.” With its quality, sustainability and value credentials, frozen food ismore desirable than ever before THE FUTURE IS FROZEN Play to frozen food’s strengths for optimum selling power: ● Quality Your frozen selection is a far cry from your local supermarket’s range, so communicate its quality credentials loud and proud. Are you sourcing from a local supplier? Do your frozen dishes have Michelin star appeal? Make your messaging sing to get your customers as excited about their potential as you are. ● Convenience Few of us have the time to whip up a culinary masterpiece from scratch every night of the week, but with the help of the freezer your customers’ family and/or guests don’t need to know that... From decadent pastries to nutrient and flavour- packed meals for all the family, demonstrate to your customers that they can consider your freezer aisle a one-stop-shop for quick and easy (and delicious) meal solutions. ● Sustainability By offering low packaging, self-serve options, you can help eliminate food waste and add a touch of desirable personalisation to proceedings. HOW TO SELL