Awards that Work Hard for Your Brand

We know that credibility and consumer trust are key drivers of success in the frozen food market. That’s why we set out to understand exactly what impact an award logo has on purchasing decisions.
Partnering with Vypr's 80,000-strong consumer panel platform, we explored how shoppers perceive products that proudly display a British Frozen Food Federation Award winner’s logo.

The findings are powerful — clearly demonstrating the commercial value of awards recognition and the role it plays in influencing buying behaviour and strengthening brand reputation.

What Consumers Told Us

With insights from Vypr’s 80,000-strong consumer panel, the message is clear — awards matter. Winning builds trust, drives purchase intent, and makes your product stand out on the shelf. The results showed:

'54.45% respondents are more likely to select a frozen product with a British Frozen Food award winner’s logo on pack'

'53% of Millennials place a high value on a BFFF winner’s logo, perceive higher quality and find the award particularly reassuring'

'45.85% of overall consumers also view a winner’s logo on pack as a sign of higher quality.

What This Means for You

Including an award winner’s logo on your packaging can significantly enhance:

- Consumer trust
- Perceived quality
- Brand credibility

Millennials, in particular, see it as a trusted seal of approval, while older shoppers view it as a marker of safety and reliability — giving the logo cross-generational appeal.

By linking the logo to messages around quality, safety, and standards in your marketing, you can further strengthen consumer confidence in your products and in the frozen food category overall.

Why Enter?

Your products aren’t just judged by experts — retail products they’re tested by 18 consumer panels across the UK, each made up of twelve shoppers, plus a panel of professional chefs. That means your entries gain valuable exposure directly with your potential market.

Don’t miss out on the opportunity to showcase your products and benefit from the credibility of the BFFF Awards.

Don’t just be good. Be recognised.

Judging

Judging is completed by independent panels across the country where the product is cooked in conventional appliances and served according to the instructions laid out on the packaging.

This intense and vigorous judging process takes pace over a 12 week period involving hundreds of  consumers and a panel of professional chefs.