From Frosty to Fabulous: the Frozen Food Glow-Up

It’s official – frozen food is having a moment, and it’s here to stay. We’ve waved goodbye to the days when supermarket freezers were seen as uninspiring, purely functional and lacking in quality. Now, more consumers than ever are making frozen food a big part of their shopping routine, whether it’s monthly, weekly, or even daily.

The Grocer’s latest Focus on Frozen category report (22nd February 2025) confirms what we’ve all been noticing in the food industry – attitudes towards frozen food are shifting – and fast. The report reveals that an extra 4.5 million packs of branded frozen goods have been sold compared to this time last year[1]. So, what’s driving this frozen food renaissance? What are the biggest trends brands need to watch? And how can PR help them showcase their innovation and capitalise on the momentum?

One of the biggest takeaways from The Grocer’s feature? In-store execution is everything. From clever shelf positioning to bold branded bays, frozen is no longer an afterthought – it’s becoming a must-visit destination. Brands like Itsu and Birds Eye are leading the charge with eye-catching, permanent in-fixture branding that demands attention. The message is clear: if you want to stand out in frozen, don’t just sit on the shelf – own the space and make an impact.

Retailers are moving away from the traditional frozen section layout and instead, integrating frozen products alongside their chilled and ambient counterparts. ByRuby, for example, is shaking things up by positioning its premium ready meals in vertical freezers next to fresh ones, rather than isolating them in the frozen aisle. Meanwhile, Sainsbury’s is stocking frozen options in the free-from aisle, making it easier for shoppers to discover and embrace frozen alternatives. It’s all about accessibility and changing perceptions – helping consumers see frozen as an aspirational choice, rather than a last resort.

For years, frozen had a bit of a PR problem, but not anymore. A recent Savvy Shopper survey found that 74% of consumers now agree frozen food can be just as good as fresh – music to the ears of brands like Stocked, who is redefining convenience with restaurant-quality frozen ready meals. Meanwhile, Little Moons has turned frozen into a premium indulgence, showing that the category isn’t just about practicality; it’s about pleasure too.

If there’s one thing driving frozen’s resurgence, it’s next-level innovation. Whether it’s Pukka’s Chicken Katsu Curry Pie bringing bold, global flavours to frozen pastry, or Griddle elevating breakfast time with their grab-and-go frozen range, the category is bursting with fresh ideas. Even McCain is stepping up with its Vibes range, proving that frozen can be modern, relevant, and seriously crave-worthy.

Beyond taste, sustainability is another factor fuelling frozen’s rise. With food waste at the forefront of consumer concerns, frozen products offer a solution – lasting longer, reducing waste, and often using more sustainable packaging. Brands like Westbridge Foods are responding with innovative packaging that optimises shelf space and minimises environmental impact. For shoppers looking for convenience without compromise, frozen ticks all the boxes.

Ready to turn up the heat in frozen? Whether you’re shaking up the category with bold NPD or redefining in-store execution, making noise in the right places is key. A killer trade PR strategy ensures retailers – big and small – sit up and take notice.

If you want to hear more about how Richmond & Towers can help, get in touch.

[1] Kantar 52 w/e 29.12.24

Dani Cooper

A UK trade comms expert, Dani leads programmes that push boundaries beyond the norm. With 15 years’ experience in the F&B industry and a viral foodie TikTok up her sleeve, Dani is a one-stop-shop for all things food. Also, a passionate runner, are you ready for Dani to run rings around your trade PR plans?