Canning argued that frozen food fared much worse in Britain, compared with neighbouring countries such as France,where shoppers saw it as fresh, healthy and good quality.

“I recognise that frozen food has a serious image problem in this country,” Canning told a forum at Food Matters Live last month. “Otherwise people would already be using frozen food as a nutritious, affordable and healthy to eat.” 

‘Quality and value’

He said frozen food not offered good quality and value for money, but it also allowed for a large range of choice and reduced household waste.

“Freezing is nature’s pause button. It allows us to lock in nutrients, everything good about a product,” he said.

“Value is the one you all know. Value is the one you associate with frozen food. But it’s true.”

In terms of the health benefits, he highlighted the evidence that freezing chicken greatly reduced the risk of food poisoning bug campylobacter.

 

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Food Labelling Services comments:

Can the image of frozen food be promoted through changes to the food packaging, claims and marketing text. Food labelling services can help advise on artworks.