• Birds Eye’s is expanding its Steamfresh™ range with four new products – Korean Style Noodles, Malaysian Laksa Style Noodles, Asian Rice and Mexican Rice.
• The launch plays directly into category growth, with Steamfresh™ Meals delivering year on year value growth.1
• Designed for today’s health driven, time poor consumer, each meal offers at least one of your five a day, is non-HFSS, and is ready in minutes.

Birds Eye is expanding its Steamfresh™ range with four new globally inspired products: Korean Style Noodles, Malaysian Laksa Style Noodles, Asian Rice and Mexican Rice. The launch brings bolder flavours and nutritious options to the frozen aisle at a time when consumers are actively seeking convenient meals that don’t sacrifice health or taste.

Data shows just how strongly this demand is shaping behaviour. UK households are preparing 612 million fewer meals from scratch than before lockdown,2 highlighting a shift towards convenient shortcuts that still meet rising health expectations. At the same time, while 66% of shoppers are actively making choices to improve their health,3 as a nation, we have eaten 1.3billion fewer servings of fruit and vegetables compared to 2024.

 

This tension between nutrition and convenience is where frozen food is winning. Over two thirds of consumers say that frozen food makes trying new cuisines easy,5 with world cuisine occasions, particularly Pan-Asian (+23%), growing rapidly in the in-home occasion space.

Birds Eye’s new Steamfresh™ products sit directly at this intersection of great taste, heath, and ease. Each new product delivers at least one of your five a day, all are non-HFSS, and use Birds Eye’s microwave steaming technology to help retain nutrients and deliver consistent results, every time. Designed to flex around real mealtimes, the range includes sides as well as standalone main meal options, which themselves can be served as a quick, flavour-packed side alongside fresh proteins or other dishes.
Birds Eye’s wider Steamfresh™ portfolio continues to show strong performance, with the range up +10.7% in value year on year, and driving a 15.5% increase in penetration year on year.

Claire Sutton, Marketing Director at Birds Eye, commented, Frozen is undergoing a real step change with shoppers wanting food that is healthy, great tasting and genuinely convenient. We’re seeing this reflected in the strong growth in steaming occasions and continued momentum in our Steamfresh™ Meals range.

These new products strengthen our offer by pairing global flavours with steamed vegetables and perfectly cooked rice or noodles to help deliver meals that are nutritious, delicious and ready in minutes. They help make the frozen aisle more relevant for midweek meal choices and, by strengthening a portfolio that is already outperforming the category, they give retailers a clear opportunity to drive further growth.”
Steamfresh™ Korean Style Noodles and Asian Rice will launch in Tesco from the 9th of March, the Malaysian Laksa Style Noodles and Mexican Rice to follow in ASDA, Sainsbury’s, Morrisons and Iceland.

Cotswold Fayre has announced the appointment of Gary Jordaan as its new Operations Director, further strengthening the company’s Senior Leadership Team as it continues to invest in service excellence and future growth.

Gary is a proven transformation leader with over 20 years’ extensive supply chain and operations experience gained at significantly larger food and drink operators, bringing deep operational expertise across ambient, chilled, and frozen categories. He previously held senior roles at Euro Food Brands, a business with revenues of over £200 million, BOSH! Media, Mars and Friesland Campina, where he worked closely with third-party logistics partners support complex, multi-temperature supply chains.

Commenting on the appointment, Paul Hargreaves, CEO, said: “We are delighted to welcome Gary to Cotswold Fayre. He brings a wealth of experience from larger-scale operations, which will be invaluable as we continue to evolve our business and raise the bar on service for our customers. Gary’s background across ambient, chilled, and frozen, combined with his expertise in working with 3PL partners, will help take our operations to the next level.”

Gary Jordaan added: “I’m excited to be joining Cotswold Fayre at such an important stage in its journey. The business has a strong reputation for quality, sustainability and service, and I’m looking forward to working with the team to strengthen operational capability, support future growth, and ensure we continue to deliver an excellent experience for customers, whilst reducing our footprint on the planet.”

In his role at Cotswold Fayre Gary will focus on supporting sustainable cross-category growth, enhancing service excellence and building scalable processes to support the business’s long-term ambitions.

As the situation in the Middle East continues to evolve, we know many businesses are watching closely and preparing for possible ripple effects.
To help us better understand the challenges the sector is facing, we’re asking BFFF members to share:

• How the current Middle East conflict is impacting your business today?
• Any potential impacts you anticipate in the near future?
• Specific concerns, supply chain issues, or operational challenges we should be aware of?
• Support or resources that would be most helpful to you?

Your feedback will help us keep government informed and ensure our members are clearly represented.

Please share any insights directly with deniserion@bfff.co.uk

BFFF member World Transport Agency Ltd (WTA) also have a live blog on their website: https://www.wtagroup.com/resources-and-insights/blogs/iran-conflict-logistical-impact-on-global-transport-supply-chains .

Please do reach out to them if you require assistance in any way, and they will be happy to help.

Additionally, we would like to remind members of the recent article by BFFF member Lumon which is a useful read should you be requiring support managing currency exchange rate volatility: https://bfff.co.uk/fx-markets-eye-middle-eastern-conflict-this-march/

 

 

Following the recently announced important updates on the UK–EU Sanitary and Phytosanitary (SPS) Agreement, Defra have launched a Call for Information to help ensure businesses are fully prepared for the changes expected to take effect from mid‑2027.

To ensure the full benefits of the agreement are felt across the sector, Defra want to work closely with you as they begin preparations. Businesses of all sizes – including those who do not currently trade with the EU – may need to make changes to processing methods, certification, labelling, IT systems and wider compliance practices.

Defra are keen to gather insight from businesses of all sizes on the type of guidance and support they will need ahead of these changes.

We encourage BFFF members to participate in this consultation as your responses will help shape the tools and detailed sector‑specific information that Defra will publish over the coming months.

This Call for Information  will run for 6 weeks opening on 9 March 2026 and closing on 23 April 2026.

If you cannot complete the Call for Information online or you have any questions relating to the Call for Information, you can email Defra at SPSCFI@defra.gov.uk

Government will continue to provide updates through written guidance, checklists, webinars, mailing lists and other channels. A stakeholder advisory board will also be established to support ongoing dialogue as businesses prepare for implementation.

BFFF are actively monitoring the progress of the negotiations and will strive to bring you updates as soon as they are available.

In the meantime, please ensure you regularly check the BFFF members website for updates.

You can also sign up for regular SPS email alerts from Defra here

Government have published several announcements this week in relation to the ongoing negotiations on the Sanitary and Phytosanitary (SPS) agreement with the EU.

Firstly, the Environment Secretary Emma Reynolds set how UK exporters and importers are expected to benefit from the new agreement with less paperwork, unnecessary delays and spiralling costs, cutting red tape and opening opportunities for growth. Her announcement also urged businesses to take simple steps for smoother trade with the EU.

The government also published a list of legislation which is in scope as well as a summary of what it means for particular sectors. The UK will align with EU Sanitary and Phytosanitary (SPS) legislation;  food and feed safety;  and broader nutrition-related areas such as food supplements, fortified foods, food for specific groups, nutrition and health claims, and nutrition labelling; wider agrifood rules related to food labelling, organics, key agri-food marketing standards and compositional standards; as well as regulation of pesticides and biocides.

Defra have stated that they expect that in many cases, these rules will replace and not add to current rules. And whilst there has been some divergence from EU legislation, in many cases divergence has been minor or minimal.  Defra therefore expect UK legislation will simply align with the EU legislation. This will of course necessitate varying levels of change across sectors, with some affected more than others.

The EU has accepted there will need to be areas where the UK will retain its own rules, as set out in the May 2025 Common Understanding. Details of these are subject to negotiation.

Defra are separately considering what targeted transitional arrangements may be required for those sectors that will find it most challenging to implement the necessary changes ahead of the agreement entering into force.

It is Defra’s intent that the agreement will take effect in mid-2027. However, exact timings of when arrangements will change are subject to the outcome of ongoing negotiations.

Whilst negotiations continue, Defra have called for businesses to take practical steps to get ready:

What businesses can do now

• Engage with their relevant trade body or industry association: They will be key partners in providing sector-specific guidance and many are already working with government to help members prepare.
• Engage with your supply chain: To understand any changes that may apply to them.
• Sign up to Defra email alerts for regular updates: To receive the latest information on negotiations, implementation timelines, and details of guidance and support available, businesses can sign up for Defra email alerts.
• Respond to the Call for Information: And share views on what support their business needs to prepare through the government’s Call for Information.

Detailed guidance will be published as negotiations progress but, in the meantime, BFFF are closely monitoring the situation and will keep you updated.

As always, we are keen to hear your thoughts on these latest announcements as it will ensure you are effectively represented in our conversations with Government representatives. We would encourage members to contact deniserion@bfff.co.uk with any feedback.

Following the success of its Price Freeze promotion in December, Bidfood, one of the UK’s leading foodservice providers, is giving customers another way to save with its new Your Favourites cashback offer, running throughout March and April 2026.

In an industry currently facing rising food and energy costs, tight margins, and ongoing supply chain pressures, operators are under more pressure than ever to maintain profitability while delivering consistent quality to customers. This initiative continues Bidfood’s commitment to helping them manage costs, providing up to £100 cashback on a specially selected range of popular products.

The “Your Favourites” cashback offer helps ease these challenges by reducing the cost of essential and popular purchases, allowing businesses to protect their margins and focus on delivering exceptional service.

The promotion features almost 140 products, spanning everyday essentials and customer favourites across multiple categories. Many of these products featured in Bidfood’s recent Price Freeze promotional campaign.

The scheme enables operators to continue benefiting from great value on the products they rely on most, while helping them effectively navigate the ongoing pressures facing the foodservice sector.

Katie Sillars, Head of Commercial Growth Initiatives at Bidfood, said:

“After the positive response to our Price Freeze promotion, we wanted to give operators another way to make meaningful savings on the products they use every day. With ongoing cost pressures and cautious customer spending, this cashback offer helps operators manage their budgets without compromising on quality or choice.

“It’s a practical way to manage food costs, allowing businesses to reinvest in their teams, menus, and customer experience. Every bit of support counts when planning ahead and keeping operations running profitably, and we’re proud to help our customers continue delivering great value to their own customers.”

For more information and to browse the full qualifying range, visit LINK HERE

As frozen continues to over-index on convenience and reduced food waste, the refreshed Tenderstem® Frozen range delivers what shoppers increasingly expect: quality without compromise, available whenever they need it. Always there in the freezer when fresh has run out, Tenderstem® Frozen offers the same sweet, slightly nutty taste and distinctive eating experience the brand is known for.

Harvested at peak quality and frozen shortly afterwards to lock in flavour and texture, the range is just as delicious as it is convenient — a natural fit for a brand built on quality and everyday versatility.

The relaunch brings Tenderstem® Frozen into the brand’s recently refreshed visual identity. The updated look sharpens its premium positioning and strengthens standout on shelf, reinforcing Tenderstem®’s distinctive personality while maintaining the strong recognition that has made it a fixture in shopping baskets across the UK.

The frozen range builds on continued brand momentum. Tenderstem® continues to reach more shoppers nationwide, growing penetration and driving conversion within the broccoli segment. As more shoppers trade up within the category, they are choosing the broccoli that delivers on the brand’s “Broccoli but Better” promise.

With strong brand equity, increasing shopper penetration and a refreshed presence in frozen, Tenderstem® is well placed to drive incremental growth across the total vegetable category — offering retailers a premium, branded option in a segment where quality cues matter more than ever.

 

What happened in February?

February saw currency markets reacting to conflicting economic data, new trade tariffs and geopolitical tension. The dollar finished the month strongly.

The dollar regains ground

Tensions in the Middle East drove a dollar rally at the end of February and into March as the US currency found favour as a safe haven asset. Investors bought dollars after US and Israeli missile strikes on Iran and Tehran’s retaliation; a prolonged conflict could drive significant and unpredictable money market fluctuations. The US currency was also supported by low expectations of an imminent rate cut by the Federal Reserve (Fed). Despite its rally, the dollar remains down by well over 11% against the euro over the last 12 months.

Sterling slides on a sense of uncertainty

Sterling remained in something of a holding pattern for much of the month, as investors reacted to mixed economic signals. Figures released mid month painted a picture of fragile economic recovery in the UK, with GDP increasing by just 0.1% in the final quarter of 2025. However, more recent data showed a strong expansion in private sector activity. A poor showing by the ruling Labour government in the Gorton and Denton parliamentary by-election weighed on the pound as investors priced in a period of political uncertainty; sterling has now lost over 6% against the euro in the last 12 months.

The euro steadies

The euro’s progress stalled after a strong start to the year, mostly due to a strengthening dollar. Nevertheless, the EU currency continues to benefit from the eurozone’s low inflation and settled monetary policy, with no further rate reduction on the cards in the next few months. Interest rates in the eurozone are stable at 2.15%, well below the 3.75% rates in the US and UK. The euro has weakened by nearly 1% against the dollar over the last month, but much of that decline can be explained by the ramping up of tensions in the Middle East and investors seeking safe havens amid the chaos.

What’s in store for March?

The dollar

The big question for dollar watchers as we move into March is how the currency will be impacted by a prolonged conflict in the Middle East. The war has the potential to hike oil prices and make the movement of goods and people problematic. The dollar may initially benefit from its safe haven status, but that could reverse if the conflict were to continue through the month. Allied with further Trump tariffs announced in February, confidence in the dollar could eventually slide. Late spring could also herald the implementation of a more dovish monetary policy under new Fed chairman Kevin Warsh, assuming his nomination is confirmed.

The pound

The pound is not considered a safe haven asset and is likely to be hit in the short-term as investors prioritise caution in a chaotic situation. The early evidence supports the theory that the pound will suffer against a resurgent dollar while military action continues, with sterling hitting its lowest level against the dollar since last December. Other pressures could include US tariff policy and the UK’s uncertain economic recovery. The Chancellor’s Spring Statement (3 March) will provide some clues as to the underlying state of UK finances. The pound remains susceptible to short-term shocks.

The euro

The euro will likely continue to benefit from the EU’s stable fiscal situation, though fallout from tensions in the Middle East and US tariff policy may weigh on the euro dollar pair. Much will depend on the Fed’s monetary easing agenda and when any rate cuts might hit. At the moment we just don’t know, though investors are pricing in at least two cuts this year. Hints of an impending US rate cut could strengthen the euro, but the opposite is also true. By contrast, many investors expect the euro to outperform the pound in the medium term, especially if UK Prime Minister Starmer comes under increased pressure to hike public spending from fretful Labour Party MPs.

The takeaway?

Expect some exchange rate volatility in March. Conflict in the Middle East, coupled with political uncertainty in the UK, are likely to make money markets choppy through the month. Much depends on how long military action continues.