It is almost impossible to alter UK consumer perceptions of frozen food as the cheap, low quality option, according to Malcolm Walker, boss of frozen food retailer Iceland Foods. “Frozen food has got such a bad reputation and we in the industry have done this to ourselves,” said Walker, who blamed retailers for “over-promoting” the…
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Author: Elio Santos
Frozen food can be better than fresh
A recent letter from The Grocer magazine in response to this article. Sir, It was disappointing to read that dairy experts have warned labelling butter as defrosted would mislead consumers into thinking there was a quality issue (‘Suppliers fear stigma of frozen butter label’, The Grocer, 19 February). This highlights the negative attitude to frozen food…
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