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Frozen Micro Snacks Manufacturer Revamps Portfolio

Market leader in frozen and chilled micro snacks, Summit Foods, has launched an improved version of its Snacksters Classic range as well as introducing brand new savory and sweet dessert products to its retail offering.

In addition to the company’s popular high street restaurant ‘Inspired By’ Big Stack burger, sausage and kebab range, Summit Foods also offers a Classic range, which is listed in most of the major supermarkets and many convenience stores. The company has invested GBP500k in improving the recipes and re-designing the packaging of its Classic Breakfast Muffin; Classic Quarterpounder with Cheese; Classic Quarterpounder; Chicken Burger; and Classic Breakfast Wrap products as well as re-introducing its Classic Hot Dog.

As one of the leading innovators in the frozen micro snacking category, the business’ in-house product development team has also launched two new savory and sweet products – Belgium Waffles with Milk Chocolate Sauce and Pancakes with Bacon and Maple Syrup.

Richard Firth, commercial director of Summit Foods, explains: “2020 was a bumper year for frozen foods with sales growing by an estimated GBP1bn according to Kantar as the pandemic drove many consumers back into the freezer aisles to combat the need for less frequent shopping trips and alternative treats while the hospitality sector was in lockdown. Last year, the category was still worth GBP800m more than it was pre-Covid and we believe that the key to keeping these returning consumers engaged is to provide innovative frozen products that cater to their evolving needs and tastes. For this reason, our experienced NPD team has been working hard to develop new products for the microwave snacking category in response to demand for higher quality and more exciting options. As the brand leader in frozen micro snacking, our Snacksters products have re-invigorated the category with the brand having grown by 40% over the last year to a retail value of GBP24m. In particular, there has been a marked uplift in the popularity of restaurant and pub-inspired frozen snacking products. With the cost of living continuing to rise, we expect to see growing demand for these products that mimic the out-of-home dining experience but at a more affordable price.”

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