28 Feb 2008


Print	Email

Top 100 Insights: Frozen

Frozen Food

Top 100 Grocery Brands

Source : Checkout Nielsen Top 100 Grocery Brands
Frozen fish had a double whammy last year benefiting from the healthy eating trend – fish is considered a more natural healthy option – and the poor summer weather when it faced less competition from barbecue occasions.

Leading brand Birds Eye (26) enjoyed strong frozen fish growth. Rival Young's was ahead too but its strongest performance came in fresh fish, a new entry in the Checkout Nielsen Top 100 league (81).

Both players have been active on the new product development front with Birds Eye extending its brand into other fish sectors, for example Simply Scampi.

Manufacturers are continuing to introduce consumers to cod alternatives such as Pollack. Young's Chip Shop Pollack, for instance, has been a strong seller in 2007.

Frozen pizza, meanwhile, is struggling at the expense of chilled alternatives as well as mounting health concerns.

Sales have largely been won through promotional activity with thin and crispy products most likely to drive sales in future, because they most closely resemble restaurant-quality products.

Email this to a friend