Frozen food boasts of its superior freshness in an attempt to halt chilled’s encroachment, while the Birds Eye brand relaunch must also renew interest
Frozen fixtures are perceived as unwelcoming places, where people shop quickly for staple products on promotion,contrasting sharply with the leisurely manner in which chilled and delicatessen produce is browsed.
So manufacturers are encouraging consumers to spend more time in the freezer aisles by focusing on superior freshness rather than convenience when launching new products.
Unilever Ice Cream and Frozen Food plans to revitalise the category by relaunching its Birds Eye brand across Europe. The frozen food portfolio will be refreshed to renew interest in this market.
The need for frozen food manufacturers to build an emotional connection with their consumers, rather than simply marketing specific products, is demonstrated in McCain’s ‘chin up’ media campaign. The ads imply that McCain’s products can lift spirits after a bad day and, as the company’s customer marketing controller, Sue Jefferson, says: “By focusing on the emotional warmth of the brand, McCain hopes to make a widespread and lasting impact with consumers”.
The frozen ready meal market is in decline by nearly 5% after strong growth during 2002. Popular British meals are the only thriving sector, with international fare (the largest sector) in decline. Interest in vegetarian and organic alternatives appear to be diminishing.
Weight Watchers from Heinz continues to hold the number one slot with sales of nearly £52m, and leads sales within the healthy ready meal market, accounting for 54% of all value sales. Although the diet sector is in decline, Unilever has launched a six-meal Slim-Fast range, which will put it in direct competition with Weight Watchers.
Traditional British platters remain the largest sector in ready meals and are continuing to show strong growth, largely driven by Birds Eye Platters. Mr Brain’s Faggots reversed last year’s negative sales trend by introducing a new pack size that has widened its appeal and increased sales by 10%.
Within international, interest in mainstream Indian food has slowed as consumers desire authentic flavours which reflect a more sophisticated palate and demand for the exotic. As a result, sales of Patak’s authentic Indian meals sales have almost doubled. Chinese meals remain consumers’ first choice and launches in the form of Findus’ Wok and Ross’ Oriental Express Stir-Fry range, which has experienced tremendous growth to achieve sales of £5.7m, have helped drive growth in this sector.
Sales in frozen seafood have continued to decline, although more slowly than last year. Captain Birds Eye fish fingers remain the leading brand and coated fish is driving category growth. Young’s battered fillets and Birds Eye’s Simply Fish range of breaded and battered fillets have seen tremendous growth, while sales of fish in sauce and pies have dropped. Sales in bite-sized and fish shapes targeted at children have soared.
As cod stocks continue to be depleted, manufacturers are continuing to offer hoki, pollock and whitefish as ‘ethical’ alternatives. But cod is still the preferred choice and these substitutes have yet to have an impact on the traditional cod ranges. Every day low pricing is threatening fish fingers and other staple lines and competition continues to dictate heavy promotions across all sectors.
The frozen potato market has dipped as the dominant chip sector has declined by nearly 4%. McCain, which makes one in every three frozen chips consumed in the UK, reigns supreme with Home Fries, sales of which have grown by nearly 2% to £49m. Oven chips, which offer a healthy alternative to fried or coated chips, are also in growth. Interest in microwaveable chips is mixed. Sales in McCain Home Roasts and Aunt Bessie’s roast potatoes have risen by 24% and 22% respectively. Aunt Bessie’s new offerings of mashed potato and home-style oven chips are also in growth. Further key launches include Birds Eye Loaded Skins and McCain’s contemporary flavoured wedges.
Goodfella’s pizza range has experienced 72.1% growth and is the biggest selling brand while Dr Oetker’s Ristorante range has almost doubled sales in a year.
Schwan’s is driving new product development by adding Pizza Pockets and Stuffed Crust varieties to the traditional 12ins pizza and manufacturers are encouraging further interest in premium pizzas by promoting Stonebaked and offering Brick Oven varieties that compete with their thin and crispy fresh counterparts.
Growth of individual desserts is 26%, driven by strong sales of Heinz Weight Watchers individual dessert, though total frozen dessert sales have fallen by nearly £10m to £252m.
Frozen fixtures are perceived as unwelcoming places, where people shop quickly for staple products on promotion,contrasting sharply with the leisurely manner in which chilled and delicatessen produce is browsed.
So manufacturers are encouraging consumers to spend more time in the freezer aisles by focusing on superior freshness rather than convenience when launching new products.
Unilever Ice Cream and Frozen Food plans to revitalise the category by relaunching its Birds Eye brand across Europe. The frozen food portfolio will be refreshed to renew interest in this market.
The need for frozen food manufacturers to build an emotional connection with their consumers, rather than simply marketing specific products, is demonstrated in McCain’s ‘chin up’ media campaign. The ads imply that McCain’s products can lift spirits after a bad day and, as the company’s customer marketing controller, Sue Jefferson, says: “By focusing on the emotional warmth of the brand, McCain hopes to make a widespread and lasting impact with consumers”.
The frozen ready meal market is in decline by nearly 5% after strong growth during 2002. Popular British meals are the only thriving sector, with international fare (the largest sector) in decline. Interest in vegetarian and organic alternatives appear to be diminishing.
Weight Watchers from Heinz continues to hold the number one slot with sales of nearly £52m, and leads sales within the healthy ready meal market, accounting for 54% of all value sales. Although the diet sector is in decline, Unilever has launched a six-meal Slim-Fast range, which will put it in direct competition with Weight Watchers.
Traditional British platters remain the largest sector in ready meals and are continuing to show strong growth, largely driven by Birds Eye Platters. Mr Brain’s Faggots reversed last year’s negative sales trend by introducing a new pack size that has widened its appeal and increased sales by 10%.
Within international, interest in mainstream Indian food has slowed as consumers desire authentic flavours which reflect a more sophisticated palate and demand for the exotic. As a result, sales of Patak’s authentic Indian meals sales have almost doubled. Chinese meals remain consumers’ first choice and launches in the form of Findus’ Wok and Ross’ Oriental Express Stir-Fry range, which has experienced tremendous growth to achieve sales of £5.7m, have helped drive growth in this sector.
Sales in frozen seafood have continued to decline, although more slowly than last year. Captain Birds Eye fish fingers remain the leading brand and coated fish is driving category growth. Young’s battered fillets and Birds Eye’s Simply Fish range of breaded and battered fillets have seen tremendous growth, while sales of fish in sauce and pies have dropped. Sales in bite-sized and fish shapes targeted at children have soared.
As cod stocks continue to be depleted, manufacturers are continuing to offer hoki, pollock and whitefish as ‘ethical’ alternatives. But cod is still the preferred choice and these substitutes have yet to have an impact on the traditional cod ranges. Every day low pricing is threatening fish fingers and other staple lines and competition continues to dictate heavy promotions across all sectors.
The frozen potato market has dipped as the dominant chip sector has declined by nearly 4%. McCain, which makes one in every three frozen chips consumed in the UK, reigns supreme with Home Fries, sales of which have grown by nearly 2% to £49m. Oven chips, which offer a healthy alternative to fried or coated chips, are also in growth. Interest in microwaveable chips is mixed. Sales in McCain Home Roasts and Aunt Bessie’s roast potatoes have risen by 24% and 22% respectively. Aunt Bessie’s new offerings of mashed potato and home-style oven chips are also in growth. Further key launches include Birds Eye Loaded Skins and McCain’s contemporary flavoured wedges.
Goodfella’s pizza range has experienced 72.1% growth and is the biggest selling brand while Dr Oetker’s Ristorante range has almost doubled sales in a year.
Schwan’s is driving new product development by adding Pizza Pockets and Stuffed Crust varieties to the traditional 12ins pizza and manufacturers are encouraging further interest in premium pizzas by promoting Stonebaked and offering Brick Oven varieties that compete with their thin and crispy fresh counterparts.
Growth of individual desserts is 26%, driven by strong sales of Heinz Weight Watchers individual dessert, though total frozen dessert sales have fallen by nearly £10m to £252m.
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