As founders of loose frozen, Fieldfare has championed its benefits for retailers and shoppers alike for more than 40 years. Christmas is no exception, and arguably is its natural time to shine.
As we gear up for Christmas, many independents may feel a natural inclination to lean into fresh and ambient products, such as cheeses, wines and hampers. However, at a time when shoppers’ fridges are overflowing, frozen provides flexibility and for retailers, it delivers a profitable, low risk addition to their festive ranges.
Why frozen works at Christmas
The busy run-up to Christmas has already started and for savvy shoppers, preparation is key. The freezer allows shoppers to plan ahead and get stocked up on hosting essentials, without taking up precious fridge space reserved for centrepieces like the turkey. Whether it’s having nibbles, like Fieldfare’s Mac ‘n’ Cheese Bites, on hand for Christmas Eve, or Fieldfare’s Perfect Yorkshire Puddings to boost the Christmas Day dinner plate, shoppers can be ‘guest ready’ for both planned and unexpected visitors.
For retailers, the extended shelf life in frozen means there is no pressure to shift stock quickly, helping protect margins. Fieldfare works directly with retailers to curate award-winning ranges that complement their existing offering and shopper demographics, ensuring a frozen fixture that drives shopper engagement and repeat sales.
Catering for every taste at the table
Christmas get togethers often mean consumers will be having to cater to a diverse range of tastes around the same table. Not everyone wants to eat the same thing. Nearly half (49%) adjust meals to suit personal tastes or needs[1], so where one diner might insist on a traditional Christmas pudding, another may prefer something more indulgent and chocolatey.
Fieldfare’s loose frozen proposition means consumers can cater to their guests’ differing tastes with ease. Shoppers can pick exactly what they need, whether that’s one pudding, or a selection of different, individually portioned desserts. The loose proposition also makes it simple for hosts needing to accommodate guests with dietary requirements. This flexibility helps households please everyone at their table without overbuying or having to worry about generating more food waste at a time when it’s at its peak. For retailers, it’s a chance to offer variety without the headache of overstocking.
More than just Christmas dinner
Heroing frozen at Christmas isn’t only about the big day itself. Retailers who broaden their festive frozen offer can inspire shoppers for the whole season. Fieldfare’s award-winning, traditionally made French croissants are ideal for consumers wanting to serve something special for Christmas morning or Boxing Day brunch in a way that’s stress-free and without having to spend hours in the kitchen.
From pasties to puddings, frozen delivers convenience across multiple occasions this winter. For retailers, it’s a way to drive basket spend, encourage impulse purchases, and stay top of mind with customers both before and after the main Christmas meal.
A frozen opportunity not to be missed
Frozen is no longer a category to sideline, it’s a solution that helps both shoppers and retailers simplify Christmas. With Fieldfare’s premium range, independents can offer convenience without compromise, quality without risk and flexibility without waste.
Fieldfare helps retailers give shoppers a reason to head straight to the freezer aisle with:
- Curated award-winning products that are tailored to your store’s demographic and complementary to your existing range
- Free eye-catching merchandising and branding to draw shoppers in
- Ongoing support and freezer maintenance to keep your displays looking their best
- Regular range reviews to keep your frozen offer fresh and relevant
[1] Total sample size: 2,150 adults. Fieldwork was undertaken between 14th - 15th February 2024. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+)
