The freezer might not be the first place garden centres look at when thinking about how to strengthen their food offer. Yet with frozen firmly embedded in British eating habits, it is a category with plenty to offer.
Frozen food is already part of the weekly routine for 92% of Britons . And while value remains an important reason for choosing frozen, today’s shopper is looking for more than price alone. Half cite quality as a reason for buying frozen and 47% point to taste.
For garden centres with food halls and farm shops, that presents an opportunity to bring a more premium approach to a category shoppers already know well.
Bringing a premium approach to the freezer
The food offering at garden centres is fast becoming a destination in its own right, where quality, provenance and the opportunity to discover something different are all part of the experience consumers seek.
There is breadth in the category too. YouGov’s research shows consumers are open to buying frozen across categories including fruit and vegetables, desserts and meal solutions .
Fieldfare has championed premium frozen for nearly five decades. Our scoop-your-own range includes award-winning bakery products, premium soft fruit, meal makers, desserts and light bites. It’s a proven offer that works when retailers treat frozen with the same consideration as the rest of the food hall, with a range that complements what is already in store.
Flexibility that works both ways
Loose frozen gives shoppers the freedom to choose exactly how much they need. Whether that is a couple of pastries for the weekend, a handful of premium fruit or a selection of products for entertaining. Frozen also gives them more flexibility over when they enjoy what they buy.
Operationally, the longer shelf life reduces the risk of spoilage and removes the race against short sell-by dates, making stock management more straightforward than fresh or chilled. Fieldfare works with each retail partner to curate the right range, with support on freezer graphics, branding and in-store merchandising.
Good choices all round
Sustainability is playing a greater role in consumer choices. Over a third consider less packaging or plastic-free options important when making purchasing decisions .
With over 90% of Fieldfare’s range sold packaging free, retailers can offer a sustainability story that resonates with today's conscious shopper. Frozen can help answer those priorities. Its longer shelf life gives shoppers more time to use what they buy, while loose formats give them greater control over quantity.
An opportunity worth exploring
Food continues to be an important part of the garden centre offer. The GCA’s June 2026 Barometer of Trade showed food hall and farm shop sales up 3.63% compared with June 2025 .
For garden centres, making more of frozen does not have to mean filling the food hall with freezers. A carefully selected Fieldfare range that complements the wider offer can give shoppers another reason to stop, explore and discover something different.
Frozen already has a place in the weekly routines of British shoppers. Giving it a more considered place in the food hall could open up an opportunity that has been hiding in plain sight.
Find out more about Fieldfare, and becoming a stockist here.
References
- 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+). More than a third of consumers (35%) agreed they had purchased premium frozen products in the past few months
- Garden Centre Association, June 2026 Barometer of Trade.
