Stockpiling could lead to a much-needed revival for frozen food

Freezer sales jumped over 200% last week, according to manufacturer AO.com, as shoppers sought to stock up. That will surely coincide with short-term increases in frozen food sales - but it could also have long-term implications.

Though quality, innovation and range has come on in leaps and bounds, many shoppers simply aren’t seeing it. Because the main challenge for the category has been getting people down the frozen aisles in the first place.

The stockpiling trend could awaken consumers who have sleepwalked into the chilled aisles. Even if consumers are only venturing into frozen as an emergency measure, they are likely to be surprised by what they find. As our Power List shows, it’s not just the frozen giants who are sensing opportunities, with Strong Roots CEO Samuel Dennigan third on our list. This week, we also report on the opening of a new frozen food retailer called Oops. Meanwhile, Nisa has reported a 3% increase in frozen food sales thanks to the Co-op’s better and broader range. Another reminder that shoppers want quality, whichever aisle they’re in.

Frozen food power list: who are the players taking the fight to fresh?