“This budget was a moment when BFFF members had hoped to see support for their businesses from the government. At a time of high food inflation, rising employment costs and poor growth, it feels like a missed opportunity to encourage and inspire frozen food businesses when confidence is already fragile.

“Our latest membership research makes the scale of that fragility clear. A third of frozen food businesses have already reduced their workforce in response to the increases in National Insurance and the National Minimum Wage over the past year, with reductions ranging from modest adjustments to one business that has cut its workforce by almost half and closed four sites.

“Nearly half are now reducing staff organically by maintaining a recruitment freeze, while others are seeking to manage costs by accelerating automation plans and reassessing capital investment. Members also tell us they are suspending planned projects, placing tighter conditions on suppliers and considering extended payment cycles simply to absorb the pressures they already face.

“Against this backdrop, today’s announcement offers little sense of relief or encouragement.

“The announcement of funding to make training for apprentices under 25 free for small and medium-sized businesses is to be welcomed. However, the overall increases in minimum wages, especially for teenagers, could create unintended difficulties for young people looking for their first job.

“Equalising wages between younger and more experienced workers makes it harder for businesses to justify employing a very young person. Employers who are already under strain may opt for a candidate with more experience if both come at similar cost, risking reducing opportunities for young people at precisely the moment they need them most. This will inevitably hit the hospitality industry and food industry harder than some, as they rely on seasonal labour for food harvest, production and events.

“The frozen food sector is resilient, innovative and central to the UK’s food security, but it cannot continue to shoulder rising costs without consequences. Today’s budget offered a chance to give businesses renewed confidence to invest, grow and create jobs. Instead, many of our members will see it as more pressure layered on top of those they are still managing from last year.”

Rupert Ashby, CEO of the British Frozen Food Federation:

 

Building on recent work on increasing frozen food storage temperatures, the BFFF are proud to support Wasana Gunathilaka as she begins her PhD at London South Bank University, looking at the ‘Impact of raising frozen food temperature by 3^oC on cold chain sustainability’.

Addressing a long-standing evidence gap, the primary aim of the project is to establish a robust, scientific basis for determining whether frozen foods can be stored safely, sustainably, and with acceptable quality at slightly higher temperatures than the current –18°C standard.

The project will examine real-world temperature practices across the UK frozen supply chain, quantify the potential energy and carbon reductions from elevated set-points, and evaluate detailed product-level quality responses including, for example, Vitamin C retention, textural and structural changes, and shelf-life implications.

In doing this work, it will provide the frozen food sector with clear, practical, and science-driven recommendations.

But we need your help!

To achieve this, Wasana is seeking collaboration from industry partners to help build a detailed understanding of current storage and distribution practices, the time products typically remain in the frozen chain, and the temperature fluctuations they experience.

She would also welcome perspectives on the adaptation needs that might arise in logistics, storage, and packaging at elevated temperatures.

In return, collaborators will gain early access to research findings on the quality impacts of raising frozen food temperature, opportunities to explore reductions in energy use, emissions, and operational costs, and recognition as contributors with the chance to influence the future direction of sustainable cold chain practices.

To find out more about this exciting project, and how to become involved, please click HERE

Following an eighteen-month pilot study exploring if frozen food storage temperatures can be increased, Nomad Foods in collaboration with Campden BRI have written a proposed protocol on potential quality measurement attributes that could be measured to demonstrate impact on the quality of the products used in such trials.

The results of the pilot study added further weight to the suggestion that storing frozen food at -15^oC, instead of the industry standard -18^oC (zero degrees Fahrenheit), can reduce freezer energy consumption by 10-11%, without any noticeable impact on the safety, texture, taste or nutritional value of a product.

As part of our collaborations with Campden BRI, we would very much value your feedback on the protocol which can be found here.

Please send any comments to deniserion@bfff.co.uk and we will collate and feedback to Campden.

One of the key objectives of the Government’s forthcoming National Food Strategy is that a healthy food basket should never be out of reach. Yet rising food prices mean too many families are struggling to meet the government’s five-a-day target.

New research from the British Frozen Food Federation (BFFF) and product intelligence specialists – Vypr shows that a family of four could save around £1,165 a year simply by swapping fresh fruit and vegetables for frozen alternatives.

Across staples such as broccoli, spinach, mixed vegetables, strawberries and blueberries, an 80g portion of fresh produce costs an average of 46p, compared with just 30p for frozen. That difference adds up quickly, saving 80p per person each day while still supporting healthy eating habits.

At a time when grocery bills are climbing and households are watching every penny, frozen fruit and vegetables offer a practical solution to save money without compromising on quality or nutrition.

Shoppers are ready to switch

The research conducted by Vypr for the BFFF reveals that the potential for behaviour change is significant. More than half of shoppers (54%) already believe frozen food costs less per portion than fresh, and 61% say lower prices would help them reach five-a-day more often.

Cost is a powerful motivator. Over half (53%) would switch half or most of their fruit and veg to frozen if it saved them around £7 a week, while 42% would buy more frozen if fresh prices rose by just 10%.

Importantly, this shift is not just about affordability. More than half of UK adults (52%) admit to throwing away fresh produce at least once a month, most commonly salad leaves, herbs and berries. Frozen alternatives can replace these commonly wasted items, helping families reduce food waste with frozen food while also saving money and preparing healthy meals with less effort.

Closing the nutrition gap

For many consumers, one of the biggest barriers to buying frozen is perception. Almost six in ten people have heard claims that frozen fruit and vegetables are less healthy than fresh, and younger shoppers are the most likely to believe it.

The reality is very different. The health benefits of frozen vegetables are clear — freezing locks in nutrients at their peak. When considering frozen fruit vs fresh nutrition, studies show chilled spinach retains about 20% of its vitamin C after a week, whereas frozen spinach retains around 80% immediately after freezing, and still about 50% after a year.

When shoppers are made aware of this, attitudes change quickly. In the same survey, 82% said they would buy more frozen produce if they knew it matched fresh in nutritional value. That presents a major opportunity for education and myth-busting across retail, media and social channels.

Turning insight into action

The Frozen Revolution is already underway, but its growth depends on how well brands and retailers turn consumer insight into meaningful action.

1. Make value visible. Shoppers associate good value with prices between 20p and 29p per portion. Making this portion price clear on packaging and at the shelf can strengthen value perception and build confidence.
2. Lead with evidence. Nutrition claims need to be simple, credible and easy to see. Highlight the science behind freezing and use proof-led language such as “frozen at peak freshness to lock in nutrients”.
3. Highlight the waste benefit. Food waste resonates with all age groups, particularly younger households that throw away the most fresh produce. Position frozen food as a convenient and practical, low-waste choice that fits modern lifestyles.
4. Broaden the range. Peas and mixed vegetables remain category leaders, but there is growing openness to frozen berries, herbs, spinach and broccoli. Encouraging small swaps can expand the repertoire and drive repeat purchases.
5. Inspire through content. Younger audiences are most influenced by social media creators and recipe ideas. Authentic, practical content that shows how to cook, blend or batch with frozen ingredients can help normalise these choices.

A shared opportunity

Frozen food is one of the simplest ways to help households eat well for less. It saves money, cuts waste and is a healthy option due to retained nutrients, thus  supporting families to meet healthy eating goals.

For brands and retailers, this is a shared opportunity to lead positive change. By combining value messaging, credible education and inspiring communication, the Frozen Revolution can become a lasting movement — one that benefits consumers, the industry and public health alike.

Learn more about the campaign and view the full research at the BFFF Frozen Food Revolution hub.

 

By Rupert Ashby, Chief Executive, British Frozen Food Federation