Time for frozen to come in from cold
Price wars between the multiple retailers have brought the frozen food sector virtually to its knees, said Howard McEvoy of McEvoy Foods...
Price wars between the multiple retailers have brought the frozen food sector virtually to its knees, said Howard McEvoy of McEvoy Foods International and president of the British Frozen Food Federation (BFFF).
"It really is the toughest time ever especially in retail," said McEvoy. "It is clear all is not well in the market."
He called for moderation in "unnecessary" low prices and in discounts by retailers and wanted action to restore consumer esteem for a sector worth £3.5bn a year.
"Frozen ready meals are so cheap they are not competing with other foods.
"It is time for multiples to reduce the level of discounting and take the whole sector up market," he said.
