Freezing is nature’s pause button: an entirely natural process that allows us to capture food in its peak condition as soon as it is picked, caught or made.
Academic studies have demonstrated that frozen fruit and vegetables typically contain more vitamins and anti-oxidants than “fresh” ones that have spent days, often weeks, in the supply chain.
Frozen fish really is fresher than “fresh” fish that has either spent days making its way to the supermarket or, more typically, has been frozen at sea and then defrosted for sale as “fresh” at a premium price. Rapid commercial blast freezing produces a vastly superior result to anything consumers can achieve by freezing fresh products at home, hence the much longer shelf life it can offer.1
Freezing locks in flavour, and we have proven in blind taste tests over many years that very people few can detect any difference in eating quality between fresh and frozen food right across our food. Frozen food is every bit as good for you as fresh. What’s more, freezing minimises the need for artificial preservatives and other additives used to prolong the shelf life of chilled food.