The power of frozen

Frozen food is great for customers and for the planet


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.



Frozen food is intrinsically better value to produce than fresh food because everything can be frozen within its season when it’s abundant and on production runs that are long and efficient, and waste is therefore reduced. All these economies are shared with the customer. In 2018 a study by Manchester Metropolitan University showed that British families could reduce their waste by nearly half (47.5%) by eating frozen food.

The study found that cooking frozen food was significantly better value and there was considerably less waste, with many families agreeing that their frozen meals were as good as, or better than fresh. When it came to cost, 18 out of 20 families found frozen to be better value than fresh with an average saving of 29.9%. Across the study there was a total saving of £752.43 when using frozen (£1,764.01 compared to £2,516.44), with the average cost saving per family being £37.62.


Because it’s frozen, we can give our customers food from authentic, trusted sources – for example, the genuine Italian pizzas made for us by a family business in the foothills of the Dolomites, using real mozzarella cheese and other local ingredients.

We can also provide a full range of seasonal fruit and vegetables all year round, as they are harvested in season when they are at their best and most abundant.

Less waste

Frozen food is less wasteful than fresh food because it has a much longer shelf life. This minimises waste in our stores and supply chain, and in our customers’ homes as you can use as much or as little as you like.

Also, because frozen vegetables are usually peeled, chopped or diced, we use ‘wonky veg’, avoiding waste caused by the quest for perfect-looking vegetables in fresh displays.