Cash-strapped shoppers resort to frozen food to save on grocery bills

A report out yesterday said endorsements from Delia Smith, better value for money and a desire to reduce waste were behind a switch away from fresh food.

An official report last week showed Britons throw away £10billion of produce every year.

Trade magazine The Grocer said sales of frozen food in the year to March were up 1.4 per cent on the 12 previous months.

The figure was significant because it reverses a longterm decline.

In an editorial, the magazine said: "Who would have thought it? After years out in the cold, frozen food is undergoing a renaissance."

It said the credit crunch and the weakening economy have encouraged shoppers to switch to cheaper, frozen products.

The sector has also benefited from major investment by the leading brands, with Birds Eye and McCain both advertising the health benefits of their products.

Frozen fish sales are up 7.3 per cent on last year, in part because fish is seen as high in omega-3.

Sales of Aunt Bessie's frozen mashed potatoes trebled in the week Delia championed the brand in her TV series based on her book of short-cuts, How To Cheat At Cooking.

Brian Young, director of the British Frozen Food Federation, told the Grocer: "There is a great deal of snobbery about frozen food but the industry has learnt much over the years. Shoppers and chefs are liking what they taste.

"British retailers are a huge force behind the acceleration of frozen food.

"The availability of products has improved with the supply chain working better and improved instore stock control."

He said supermarkets were more positive about frozen food and had reduced the number of buy-one-get-one-free deals and other offers in a move to improve the category's image.

Mr Young said that as cost pressures increase, frozen food will continue to benefit at the expense of chilled food.

" The cards are stacked in favour of frozen," he added.

"Premium products and fewer cheaper value items will keep values growing."