Growth in the UK’s chilled and frozen food sector is driven by the pursuit of affordability and value due to economic pressures.
Other growth factors include the convenience of ready-to-eat and eat-at-home options, the enhanced quality and taste of modern frozen foods, and a surge in air fryer ownership.
Additionally, growing consumer demand for healthy, organic, and meal kit options, combined with innovation in e-commerce for direct-to-consumer models, provides additional impetus for this expanding market.
Oli Sampson, MD of frozen food distributor Central Foods, comments: “Frozen food has played a key role in the foodservice sector for many years but there are a number of current economic factors that are encouraging caterers to use more frozen food than they have done previously.
“With rising costs of ingredients due to inflation, increased operational costs as a result of higher National Insurance contributions and Living Wage rates, and labour shortages in some areas, operators are looking to make efficiencies where they can.
“And this is where frozen food can really help.”
Frozen food brings a whole host of benefits to any professional kitchen. That’s why the majority of catering operations use at least some frozen food during their preparations.
Frozen food is really convenient, especially if it’s pre-prepared and simply needs thawing, or can be cooked from frozen. Fewer staff are needed to prepare frozen food, and they generally need fewer skills, which means that more highly skilled kitchen staff can concentrate on other tasks.
Pre-prepared frozen food is supplied in a consistent size, shape or portion which helps with presentation and cost controls. This is really helpful for long-term planning. Frozen food is also useful as back up, if demand suddenly goes up unexpectedly. No-one wants to be the caterer who runs out of something and can’t give a customer what they want.
Using frozen food in a professional kitchen can help to reduce food waste. Operators either cook straight from the freezer or defrost what’s needed according to demand. Unwanted or unused food going into waste can be a cost burden to caterers and using frozen food can help keep this to a minimum and save money.
Frozen food can often have higher nutritional levels too, as freezing locks in the vitamins and minerals which can sometimes be lost in fresh distribution channels.
Lumina reports that key consumer trends for 2025 around why consumers visit restaurants and other eating venues are value for money, quality of ingredients and healthy food options – all of which can be provided by good quality frozen food options.
It also reports on the type of dishes which are in growth, and these include pizzas, burgers and cakes – all of which Central Foods offers in a frozen format to foodservice customers via wholesalers around the UK.
“As an example, our frozen range for foodservice customers features products like the Golden Valley Foods breaded chicken burgers, the KaterBake pizza bases in a range of sizes which are low in fat, low in salt and have no added sugars and can be topped with a wide range of ingredients to personalise the pizza menu, and our popular Menuserve meringue roulades, which are available in a variety of flavours,” adds Sampson.
With such an increase in awareness about dietary requirements and a rise in the number of customers seeking free-from food or vegan-friendly dishes, foodservice operators are choosing to ensure they have a good range of free-from and plant-based products available in the freezer.
“Products like our KaterVeg! gluten-free and vegan veg burger which is suitable for coeliacs and plant-based diners and our Menuserve gluten-free and vegan pre-cut cherry and chocolate dessert cake are ideal items to serve customers with dietary needs. Caterers who stock these in the freezer can be sure that they will always have something to offer free-from customers and won’t get caught out by unexpected demand,” says Sampson.
For all of these reasons, frozen food is playing a vital role in the foodservice sector at the moment and will continue to do so.
Marie-Emmanuelle Chessé, International Development Project Manager at Tipiak, comments: “According to Global Growth Insights, the market for frozen bread is increasing, with a projection of further increases over the coming years. This is due to a rising interest in ready-to-eat bakery products, plus rising adoption of frozen food in the foodservice and retail sectors.
“There’s been a growth in demand of more than 30% from foodservice providers, bakeries and quick service restaurants apparently. This is one of the reasons Tipiak have recently launched frozen mini French country bread rolls filled with a heart of Brie cheese and mozzarella sauce into the UK foodservice sector via our frozen food distributor partner Central Foods. They are ideal for a range of applications in the catering sector including afternoon tea, buffets, canapés, snacks and starters. They can also be served on cheese platters, as a gourmet touch to salads, and to give a modern twist to soups.”
French bread and cheese are a classic combination of two French specialities, and Tipiak has brought these two much-loved ingredients together to create a simple, yet tasty, product that is at the heart of current trends.
The crispy and soft mini French country bread rolls are made in the Tipiak bakery in France and given a traditional look, with a cracked and floured crust. The melting and delicious Brie filling is the perfect partner for these mini rolls, which are sure to go down well with British caterers and their customers.
Frozen bread products bring a number of benefits to the professional kitchen. They can help reduce food waste, aid stock control and ensure that there is always a ‘fresh’ supply of bread available. Bread is one of those products that needs to be fresh when served, so it’s ideal for caterers to use frozen bread products which simply need heating or baking. Tipiak’s new ready-baked mini French bread rolls filled with cheese take just 12 minutes to reheat from frozen in an oven and eight minutes in an air fryer. They are available in packs of 32, with each piece weighing approximately 13g.
Carly Collins – Senior Category Development Lead at McCain, comments: “Consumers are increasingly turning to frozen foods during times of economic pressure, and the reasons are multifaceted. The frozen food category has continued to perform strongly over the past year, driven by consumer demand for convenience, value, and innovation. At McCain, we’ve seen particular momentum in the growth of snack ranges, with more people staying in, rather than going out – a trend that we’ve embraced with the launch of McCain Vibes, our biggest innovation in years.”
Additionally, as the cost-of-living crisis continues to impact household budgets, shoppers are cutting back on dining out and instead focusing on at-home cooking and entertaining. Frozen foods provide a dependable way to manage these shifts, offering longer shelf life, reduced food waste, and the flexibility to plan meals more effectively.
McCain has been performing well in the frozen category, with products like Air Fryer Fries and Vibes appealing to consumers seeking easy-to-prepare options with extended shelf life.
Vibes are a hot snack designed for social occasions, combining the crispiness of crisps with the fluffiness of chips. Vibes are available in bold flavours like Salt & Vinegar and Firecracker Chilli. It’s a premium, shareable snack that elevates everyday moments, making it ideal for game nights, movie evenings, and casual gatherings.
“While we are constantly innovating at McCain, our core products continue to be favourites for both consumers and retailers alike,” adds Collins. “Home Chips, Crispy French Fries and Jackets continue to be chosen at mealtimes as they emphasise taste and quality, enhancing the social dining experience and creating a sense of togetherness.”
Another standout is the Air Fryer range, which includes Deep Ridge Crinkle Fries and French Fries. These products are vegan, gluten-free, and endorsed by Ninja, the UK’s leading air fryer brand. They cater to the growing number of households using air fryers and offer a healthier, quick-cook solution requiring minimal oil.
These innovations not only provide convenience but also help reduce food waste, making frozen foods an increasingly popular choice for modern households.
“At McCain, we are always innovating to meet our evolving customer needs. Our Air Fryer range was developed in response to the growing popularity of air fryers in UK households, and are endorsed by Ninja, the leading air fryer brand in the UK. Due to its success, we’re also expanding this range with our exciting new Crispy Dippers and Hash Brown Bites to offer customers even more variety. Crispy Dippers and Hash Brown Bites are crowd-pleasing sides which make it easy for hosts to enjoy socialising at home on the weekends with friends and family,” says Collins.
“Our Vibes NPD was our biggest innovation in years, designed to be the perfect hot snack, combining the best bits of a crisp and a chip. Coming in bold flavours like Salt & Vinegar and Firecracker Chilli, Vibes is the ultimate shareable snack combining the best bits of a crisp and a chip.”
Nicole Whelan, Head of Häagen-Dazs UK, comments: “As the Ice Cream of Ice Creams, Häagen-Dazs continues to lead the category for consumers looking for luxury treats that help to elevate and celebrate everyday moments.
“We understand the role that ‘high-quality’, ‘indulgent’ and ‘visually appealing’ play as some of the most important purchase drivers for Sweet Treat occasions (Mintel) and are always striving to deliver delicious ice cream flavours that stay true to those values. Made simply, minimally processed and with real, premium ingredients, Häagen-Dazs remains a trusted favourite. Rises in both volume and value sales can be attributed to this promise of quality, plus our continued investment in brand building.”
Although economic pressures have changed shopping habits when it comes to luxury food occasions, many consumers are still looking to indulge in small treats, as a mood booster or way to make an at-home occasion feel special. Ice cream in particular evokes feelings of comfort and familiarity and we’re seeing +5% more eating occasions at home now than in 2019 (Kantar). In fact, shoppers are even willing to pay on average +18% more for emotive food occasions at home provided they impress and create memories (Mintel). Häagen-Dazs’ core range of indulgent ice cream continues to see +13% sales growth year-on-year (Nielsen), demonstrating the importance that these small but premium luxuries play for UK households.
Two thirds of UK adults prefer high-quality ice cream in well-known and classic flavours (Mintel), with nostalgic and premium ice cream being a prominent driver behind category growth.
Häagen-Dazs’ Salted Caramel, Vanilla and Belgian Chocolate varieties are still highly popular, with Salted Caramel consistently taking the top spot as the brand’s best-selling flavour (Nielsen). Most recently the brand introduced Limited Edition classics such as Mint Chocolate and Red Velvet Cheesecake which are proving to be a hit already.
31% of consumers enjoy small indulgences and treats on a weekly basis (FMCG Gurus), and Häagen-Dazs Mini Cups are a market leader within this format.
Häagen-Dazs has launched Stickbars, featuring fan favourite flavours of the luxurious ice cream, now wrapped in an extra thick Belgian chocolate coating shell that cracks to reveal the ultimate sweet treat.
Salted Caramel, Cookies & Cream and Macadamia Nut Brittle are for those craving indulgence, while Mango & Passionfruit, and Raspberry & Peach are ideal for those looking for something fresh and fruity, using a luscious combination of ice-cream and sorbet.
The launch is backed by a significant six-figure campaign investment.
Nicola Blackmore-Squires, Ornua Foods UK’s Marketing Director, comments: “When it comes to the growth in block butter sales, Kerrygold is very much leading the way and is now the No.2 block butter and fastest growing major block butter brand across all retail settings in the UK (Circana/IRI).
“The Kerrygold success story is being replicated in the convenience sector where the brand is performing strongly, again outstripping other brands with volumes sold through UK convenience stores growing over the last 12 months by c.27.4%. A key driver in boosting sales in convenience stores is the availability of a great value 200g Kerrygold block priced marked pack which now retails for £2.79. Indeed, sales of Kerrygold price marked packs are up over 20.9% year on year with 2.3 million packs having been sold in the last 12 months in convenience stores across the country.”
Latest research (IGD) suggests that more people are shopping in convenience stores vs a year ago with 85.7% saying that they had shopped in a convenience store in the four weeks to 1st June 2025 (up +1.1ppt higher vs the same period last year). Digging deeper into the research, the drivers for shopping in convenience stores are led by the convenient location. However, it appears that the availability of quality products is also an increasing driver for shopping in convenience with the number of those shopping in a convenience store because ‘It has good quality products’ rising by +4ppts.
Last year the Institute of Grocery Distribution revealed that over a half of all shopper trips to convenience stores include a visit to the dairy fixture. The same research showed that the convenience channel also over indexes when it comes to shoppers buying more quality branded food items (IGD). This is certainly the case in relation to butter where taste, creaminess and naturalness are all key attributes shoppers look for and this is why having a premium branded butter such as Kerrygold in the chiller cabinet is essential.
Louise Reuby, Head of Marketing for Butters, Spreads & Oils at Saputo Dairy UK, comments: “With noise about ultra processed foods dominating the news agenda, consumers are turning back to basics, favouring products with simple ingredient lists and strong nutritional profiles (Innova). This shift in preferences is impacting the category and we’re seeing an uptake in our block butter sales because consumers perceive it to be less processed (One Pulse). Over the last year, Saputo Dairy UK’s Country Life Block has experienced strong growth – up 1.7% in volume and 20.2% in value (IRI/Kantar). Our Country Life Block provides consumers with a product that has a recognisable ingredient list and delivers an award-winning taste, which remains a priority for shoppers (One Pulse).”
Saputo Dairy UK’s block alternative to butter, Willow, has also delivered an 8.2% uplift in volume sales (IRI/Kantar). Willow’s combination of being cost-effective and great tasting, makes it a compelling choice for households looking to make their budgets stretch further without compromising on quality.
“50% of households reducing or avoiding dairy do so because of allergies or intolerances (Walnut),” adds Reuby. “Free-from constitutes more than just a trend and is a vital area to be carefully considered by wholesalers. We know how much diligence those with allergies and intolerances have to put into checking labels, which is why clear messaging on pack is a necessity. In June 2025, we refreshed Vitalite’s packaging to include a prominent and clearer ‘dairy-free’ message, replacing the previous ‘plant-based’ language. We made this conscious shift as the term ‘dairy-free’ is viewed as more trustworthy and easier to understand by those managing food allergies. We also now proudly include a ‘Top 14 Allergen Free’ claim on pack, something we have not yet seen in the UK butters and spreads category. This claim reassures our consumers that Vitalite is free from all 14 major allergens, including eggs, gluten, nuts and soya.”
Saputo Dairy UK’s butter and spread products are found in the fridges of 1 in 3 households (Kantar) and continue to perform well as we cater for different shopper needs.
Clover continues to lead within the spreads sector and remains the nation’s number one spread SKU, worth over £93m (IRI/Kantar).
Utterly Butterly offers an all-round good value spread proposition and is valued at £19.7m in Total Market (IRI/Kantar). Utterly Butterly is available as both plain pack and a PMP.
Vitalite is one of the most well-known brands among dairy-free consumers (B&S), popular with families and is worth £11.4m in total market (IRI/Kantar). Vitalite is free from all 14 major allergens and contains 75% less saturated fat than butter.
Country Life is available as both a spreadable and a block butter and is valued at £53.1m in Total Market (IRI/Kantar). The brand’s block butter SKU has enjoyed a +1.7% value growth in the past year (IRI/Kantar).
Willow is Saputo Dairy UK’s value block, worth almost £10 million (IRI/Kantar). The brand is now enjoyed by nearly 13% (12.7%) more households than last year (Kantar), appealing to those looking to make their budgets stretch further without compromising on quality.
“Some foods will never go out of style, and in an ever-evolving food landscape, butters and spreads remain a staple, bought by 96% of households (Kantar),” says Reuby.
“To maximise category performance, stock the winners. Focus on top-selling SKUs from trusted, well-known brands that consumers know and love.
“Think inclusively. Dairy-free shoppers, either by dietary restriction or by preference, want to be able to buy products in their local shop that meet their needs. Distinctive labelling, both on pack and on the shelf, accelerates product choices. By including trusted dairy-free brands such as Vitalite, ensure no sacrifices or compromises need to be made by consumers.
“Showcase value. Price-marked packs on popular lines help keep products accessible and competitive.”
As part of its ongoing CSR commitment, Lactalis UK & Ireland has announced that it has reduced the plastic in its Président Butter with Sea Salt Crystals packaging by 17%.
The edge height and thickness of the new more sustainable pack will be reduced by 4mm. However, the rest of the packaging will remain unchanged – ensuring the same product specifications and quality.
Made in the heart of Normandy, France, Président Butter with Sea Salt Crystals is a deliciously rich and creamy French butter, packed with crunchy sea salt crystals for a truly indulgent taste. The product’s iconic dome shaped format offers consumers a convenient way to enjoy all the pleasures of French butter at every dining occasion.
Heloise Le Norcy-Trott, Group Marketing Director at Lactalis UK & Ireland said: “At Lactalis UK & Ireland we are committed to making our packaging more sustainable and this latest move is another step in the right direction.
“For consumers, there will be no change in the product experience. They can still enjoy the same great taste of Président Butter with Sea Salt Crystals, from the same convenient dome-shaped pack.”
Part of a farmer-owned co-operative, market-leading salad brand Florette (Nielsen) highlights its ongoing ‘focus on fresh’ by offering consumers their money back if they’re not completely satisfied with the freshness of Florette products.
“Our ‘freshness guaranteed’ message is clearly flashed on the front of packs and this resonates with shoppers who typically place freshness ahead of price when choosing salad,” says Polly Davies, Florette’s Head of Category UK and Ireland.
The move comes as choice of fresh produce is second only to proximity as now ranked as the driver of store choice by consumers, with 25 to 44-year-olds ranking it as their primary consideration (Lumina).
The focus on offering shoppers fresh, great tasting salads is paying dividends as Florette is significantly outperforming the total fresh salad market, with value sales up 26% year-on-year at £26m vs. 6% growth for the total market (Nielsen).
Florette is also driving more consumers to the chiller, with almost 20% more shoppers (+640k) buying Florette products this year vs last year (Kantar) thanks to a combination of brand trust, messages such as ‘Freshness Guaranteed’ and products being washed and ready to eat. Innovative NPD, sustained advertising, social media support and an eye-catching on-pack promotion to win a holiday are also driving increased demand.
Convenience channel shoppers are also turning to Florette in record numbers, with over 12,000 Florette packs now being sold every day in convenience outlets, equating to almost 4.5m packs annually (Nielsen).
“Rising demand is great news for retailers, but there is more to be done to improve the range of prepared salads stocked to get more shoppers in. 8 in 10 UK households buy prepared salad in the market, but only 1 in 7 choose to purchase in convenience (Kantar). This offers incredible headroom for growth by offering the right range of products for shopper needs,” adds Davies.
Florette is also maintaining its focus on category-boosting NPD, recently adding two new salad bowls to the category, Florette Spicy Salad and Florette Caesar Salad.
Florette Spicy Salad (200g; RRP £2.50) includes a selection of crisp, mixed leaves, peppers and tomatoes, with a Peri-Peri dressing for a spicy kick and chilli sprinkles for added texture.
Florette Caesar Salad (165g; RRP £2.50) features Crisp Romaine lettuce with a tangy Caesar dressing, crunchy black pepper croutons and Parmesan Cheese shavings.
“Bringing the right innovation to the market right gets consumers talking and transforms mundane mealtimes through familiarity with a twist,” says Davies. “Yes, Caesar Salad has already been done and is a firm favourite, but not in a ready to go bowl format. Spicy Salad is a category disruptor due to its bold flavours and healthier “fakeaway” occasion.
“As category pioneers, we’re always looking to break new ground and in this case we’re elevating classic flavours with convenience in a ready-to-eat format. It creates a buzz and brings excitement and interest to the category.”
The latest additions join best-sellers such as Florette Crispy (90g and 140g) and Florette Mixed Salad (125g) which are bought by convenience channel shoppers 18% more often than last year and are now purchased by 0.4m shoppers in convenience stores.
Florette is also mindful of changing consumer lifestyles and an increased focus on reducing food preparation times.
“In addition to taking more interest in food nutrition, we know consumers are now more time conscious than ever before and want to limit meal preparation times. Prepared fresh salads are not just convenient, they offer texture, taste and colour through the carefully selected blend of leaves that match with your favourite meals,” adds Davies.
Finally, as consumers continue to place more emphasis on companies managing environmental issues responsibly, Florette’s first-rate eco-credentials have been officially recognised by independent monitoring agency, EcoVadis. The company has achieved Gold Status, ranking in the top 1% for sustainable procurement and ethics and in the top 2% of all companies rated by EcoVadis.
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