Frozen will dwarf other online categories – Birds Eye

By Nicholas Robinson contact

- Last updated on GMT

Related tags: British frozen food, British isles

Birds Eye has pumped thousands of pounds into its online grocery channel in a successful bid to boost sales and stay ahead of the curve, its UK and Ireland md Andy Weston-Webb has said.

Online would revolutionise the frozen food category and allow it to trade in novel ways, including brand partnerships, which would have otherwise been impossible, Weston-Webb told FoodManufacture.co.uk at a British Frozen Food Federation (BFFF) conference yesterday (March 3).

“There’s a huge opportunity, the projections for 20% of the grocery category being online in 10 years’ time I think we could dwarf,”​ he added.

Younger customer base

Selling frozen food online had also allowed the category to reach a younger customer base, which was in decline, said Brian Young, BFFF ceo.

“The opportunities for growth ​[of frozen online] are enormous,” ​said Young.

“A lot of those barriers that prevent growth in store don’t exist online, such as dark freezer isles and difficult merchandising.”

Listen to the rest of this podcast to hear why Young and Weston-Webb believe the category will outstrip others online.

Related topics: Frozen

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