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.

Birds Eye unveils a new recipe that combines same 100% fish fillet with crunchier crumb.

Birds Eye is relaunching its iconic Fish Finger with the brand’s best recipe yet, following extensive consumer testing1 that showed a clear preference for the icon’s new, crunchier coating, forming the perfect balance between crumb and succulent, flaky 100% white fish fillet. Rolling out across Birds Eye’s Breaded Omega 3, Cod and Haddock Fish Finger ranges, the new recipe comes with a bold new pack design created to stand out and capture attention in the freezer aisle.

With market leaders Birds Eye holding 57.5% share of the £192.3m2 UK fish finger category, the recipe and pack design upgrade aims to bring even more shoppers into a category already loved by households across the country. To support the rollout, Birds Eye will launch a multi‑million‑pound marketing campaign across TV, out-of-home, social and in‑store, celebrating the taste, versatility and quality that have made Birds Eye Fish Fingers a household staple for over 70 years.

At the heart of the upgrade are the simple ingredients used to make our fish fingers: starting with a block of frozen fish fillets, which are cut into the iconic fish finger rectangles. Each piece is then dipped in a flour-based batter, before being coated in Birds Eye’s unique baked breadcrumbs. The fingers are flash‑fried to set the coating and then frozen immediately to lock in their quality, a process similar to how they might be made at home, just at larger scale.

The Birds Eye fish finger portfolio gives households a choice of responsibly sourced fish options, each offering a tasty and nutritious addition to meals: Omega 3 (Alaska Pollock) Fish Fingers are a source of omega‑3 and a natural source of protein, while Cod and Haddock Fish Fingers (also both a natural source of protein) each deliver the flaky texture and delicate flavour that make them enduring favourites.

Claire Sutton, Marketing Director at Birds Eye, commented: “Birds Eye Fish Fingers have been part of British family life for generations because they consistently deliver on taste, quality, and convenience. This recipe refresh takes everything people love about our Fish Fingers and makes them even better. We’ve focused on creating the ultimate crunch while keeping the same succulent fish inside, giving shoppers the best fish finger experience possible.”
The new recipe and updated packs of Birds Eye Omega 3, Cod and Haddock Fish Fingers will start landing on shelves in Morrison’s from 3rd March. They will be rolling out in Tesco, Sainsbury’s, Iceland and Asda from 9th March.

Do you have a young leader who would benefit from being part of the BFFF Young Leaders Forum?

The BFFF Young Leaders Forum was launched at the BFFF Business Conference in March 2020. The aim of the forum is to bring young, developing individuals together to investigate initiatives to help support and promote the frozen food industry. The forum also gives the members the opportunity to develop through talks from industry experts, site visits, exposure to company operations and interaction with other BFFF members.

In 2026/2027, YLF members will be visiting Speciality Breads, Campden BRI, Space Maker Inc and ifp-labs, with further visits and online sessions being planned.

Current member and former chair, Lewis Wantling, said of the forum:

Being part of the YLF is a brilliant opportunity to connect across the frozen food sector, working together and learning from other young leaders in a wide range of sectors & positions. Being part of the YLF since the very beginning has been a rewarding experience. Gaining exposure to the different categories in the frozen food sector with each visit providing insights and building a greater understanding of the wider industry. Over the course of the visits, I’ve seen first-hand the passion businesses have for quality frozen produce, innovation and driving added value.

To become a BFFF Young Leader:

• You should ideally be aged between 18 and 35
• You must work for a BFFF member company

If you are interested in joining, or have a staff member that you think would be, please contact Kathryn Tindall: kathryntindall@bfff.co.uk for further information.