British Frozen Food Federation: Innovation and convenience drive frozen bakery sales

 
Increasing sales in the frozen bakery sector is closely dependent on innovation, a fact which most food manufacturers and bakers know already, which is why they have begun experimenting and introducing new hybrid bakery products, according to Brian Young, president of the British Frozen Food Federation, who has contributed to this article.

By Dan Orehov, editor Frozen Food Europe

For example, cronuts – a mixture of a croissant and a donut, or muffles – a combination of a muffin and a waffle, or perhaps crookies – a fusion between a croissant and a cookie, they all offer consumers something innovative, a little different, and at the same time appealing.

“The rise in demand for innovative yet convenient ‘on-the-go’ food is driving the UK’s frozen bakery products market. So, food manufacturers and bakers are continually looking to innovate and create new products that will appeal to a wider range of consumers. The three hybrid bakery products [mentioned], available frozen, will give operators a profitable leading edge over the competition – a simple and easy way to meet demand head-on and add a serious point of difference,” Young says.

Convenience is in demand

One of the clear advantages of any type of frozen food products is convenience and in the case of frozen breads, pizza, pastries or frozen patisserie, the demand is rising precisely for this particular reason. All of them offer a variety of choices with little preparation and they represent a great back-up event for those who want to make their own bread.

At the same time, many frozen breads and pastries can simply be thawed and served, offering the ultimate in convenience and time-saving options. At the same time, as Young says, frozen bread contains fewer additives, since the freezing process acts as a natural preservative. 

“The rise in demand for innovative yet convenient ‘on-the-go’ food is driving the UK’s frozen bakery products market. So, food manufacturers and bakers are continually looking to innovate and create new products that will appeal to a wider range of consumers”, says Brian Young, president of the British Frozen Food Federation. 

You can read more on innovation in frozen bakery products in the latest issue of our print magazine Asia Pacific Baker (Autumn)!