Online would revolutionise the frozen food category and allow it to trade in novel ways, including brand partnerships, which would have otherwise been impossible, Weston-Webb told FoodManufacture.co.uk at a British Frozen Food Federation (BFFF) conference yesterday (March 3).
“There’s a huge opportunity, the projections for 20% of the grocery category being online in 10 years’ time I think we could dwarf,” he added.
Younger customer base
Selling frozen food online had also allowed the category to reach a younger customer base, which was in decline, said Brian Young, BFFF ceo.
“The opportunities for growth [of frozen online] are enormous,” said Young.
“A lot of those barriers that prevent growth in store don’t exist online, such as dark freezer isles and difficult merchandising.”
Listen to the rest of this podcast to hear why Young and Weston-Webb believe the category will outstrip others online.