FMCG August 2022

Page 16

[ frozen food ]

FROZEN INNOVATION The popularity of frozen foods has been on a steady rise. “With the increase in the cost of living, our customers are looking to the freezer to save on their shop, with frozen fruits and vegetables, fish and meat options providing great value for money - with little or no waste,” comments Emma Wooster, Head of Public Relations at Foodstuffs NZ. “With a trend for wellness in full swing, customers are also looking for ‘better for you’ options everywhere in the supermarket aisles - and the freezer section is no exception. To cater to this, our category teams have been extending our ranges of frozen fruits - for example, frozen pink dragonfruit and coconut cubes under FSL’s Goodness Kitchen brand, which make great ingredients for a healthy and nutritious smoothie. “In the early days of Covid when Kiwis couldn’t make it to the local takeaways, customers were looking to the supermarket freezer to give them the ‘fakeaway’ and restaurant inspiration with convenience. They found this in ranges like Tegel’s Take Outs, Rangitikei’s Buttermilk Tenderloins and Karaage Chicken. Our category managers tell us this trend has stuck and we’re continuously extending the takeaway options in the freezer. “Even with winter upon us, frozen dessert selections are holding their spot and we’ve been wondering if it’s because Kiwis are keeping them on hand to soothe sore throats! “We’re also seeing new snackable dessert formats coming through, providing convenience and taking away the ‘guilty factor’ of eating the whole tub. Ben & Jerries Cookie Dough Pieces Ice Cream, Magnum Minis and Tip Top Popsicle Minis are all proving to be popular,” says Wooster.

Birds Eye Deli Frozen Foods - the Ultimate Fakeaway solution When you’re looking for something quick and easy that will also excite your taste buds, look no further than the Birds Eye Deli range of frozen foods, suggests Jayna Sukha, Category Development Executive for Simplot NZ.

“Birds Eye Deli offers consumers premium products across the freezer, which are more akin to what you would enjoy when dining out in a nice restaurant. From our deliciously seasoned and crunchy potato chips and roast potatoes; to the delicately hand battered fish fillet strips; and perfectly seasoned seafood snacks range, Birds Eye Deli should be your first choice to creating your own fakeaways at home. “The Birds Eye Deli brand has been in market for eight years and in that time has successfully grown and premiumised the categories around the freezer, achieved by attracting new consumers into the category, as well as trading up existing frozen consumers,” says Sukha. “And there are no signs of this trend slowing down as the brand continues to grow with over 70% growth in the latest year*.” “The secret to the Birds Eye Deli Seasoned Chips range is the unique diamond cut shape and our proprietary batter and seasoning, which delivers the perfect crunch from the oven, or air fryer, every time,” says Sukha. “Every product in our Birds Eye Deli range offers consumers something a little bit special - for example our Deli Fish Fillets are carefully hand cut and then hand dipped in a crispy light batter, to deliver the perfect battered fish experience at home without the mess and fuss.” “If you are looking to extend your premium frozen range in the freezer to deliver on consumer demand for tasty convenient products, then make sure you contact your Simplot sales representative about the full Birds Eye Deli range,” says Sukha. *NielsenIQ ScanTrack Total Supermarkets MAT to 05/06/2022

For more info see



Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.