Global Convenience Store Focus

Co-op Exploits Frozen Food Trend

The Co-operative is tapping into the frozen food revival in the UK with the launch of a range of frozen ready meals.

It includes improvements to existing lines with reduction in salt and fat content plus new products designed to rival home cooked dishes.

The range includes two ready meals under the Co-operative’s premium own label, Truly Irresistible. They are Cumberland Sausage & Mash and Lasagne. Rrps for both products is £2.49.

Other products include Cottage Pie (£1.19), Sweet & Sour Chicken with Rice (£1.19), Chilli Con Carne and Rice (£1.19), Chicken Curry and Rice (£1.19), Cauliflower Cheese (£1.19), Roast Chicken Dinner (£2.19) and Toad in the Hole (£1.19).

The launch coincides with a resurgence in frozen food in the UK.

After years of steady decline, frozen food sales are growing as the credit crunch takes hold and shoppers turn to the frozen aisle both to make savings and cut down on food waste.

Latest figures from TNS Worldpanel for the 52 weeks to 10 August 2008 value the frozen category at £4.8bn, up 5% on the previous year.

The Co-operative reports its frozen category is running at 4% ahead of forecast and is an essential part of its overall offering.

Joanna Walley, category product manager for frozen at the Co-operative, told us: “As The Co-operative is mainly a convenience retailer, the frozen category enables consumers to choose from a wide variety of meal occasions not always available from the chilled cabinet in smaller c stores.

“Additionally, with the deteriorating economic climate, frozen foods offer an important value alternative for customers seeking to spend a little less without compromising on quality.”

Walley added the launch of the frozen ready meal range is designed to reinvigorate consumer interest in the sector, and show them that the quality of frozen ready meals is equal to chilled ready meals.

“The new Co-operative frozen ready meal range offers a range of different cuisines, including traditional, oriental and Indian, that deliver a great taste for a great price,” she said.

Walley said the category allows consumers the freedom to choose from a wide range of products without worrying about the food going out of date.

“Consumers have the added convenience of being able to use the product whenever they are ready rather than being tied to a shelf life date. This also eliminates the problem of food waste, which is an important issue currently as financial belts are being tightened.”

Other UK retailers including Asda have already reported strong gains in frozen lines this year, while the specialist frozen food retailer, Cook, is expanding its chain.

In February Cook announced plans to open 10 new stores following its relocation to a larger factory in Kent. Seven have already opened taking the chain to 28 stores. The latest opening was in Witney, Oxfordshire, in July.