Commenting on the launch of the British Frozen Food Federation’s (BFFF) first annual campaign, CEO Rupert Ashby said that the company is encouraging consumers to buy more frozen food by demonstrating how they can reduce food waste and save money.

This year’s digitally led Frozen Food Week campaign, which starts on 5th September, aims to target younger Millennial, Gen Z and Gen X shoppers. According to BFFF, these consumers are more likely to buy sustainable, high-quality products, often prioritise digital shopping and spend many hours on social media.

The campaign will feature information on how sourcing, portion control and preservation help reduce food waste. It will also provide consumers with recipes across a range of food themes that use frozen food products at the centre of the meal.

BFFF member companies are also supporting the campaign and will be able to download Frozen Food Week asset packs from the campaign’s Fresh From The Freezer website and share the assets on their own social media channels. The campaign’ resources are also available to any retailers who wish to support the campaign.

Launching the build-up to the week, Ashby said: “At a time when household bills are under real pressure, this is a powerful message that not only benefits shoppers, but also helps fight climate change by reducing the 4.5 million tonnes of edible food thrown away by UK households every year.”

Louise Collier, category director at Birds Eye, said that “there’s never been a more important time to remind consumers of the value of frozen.”

She explained: “Frozen food has always played an important role in helping shoppers get more for their money without them having to compromise on quality, offering consumers longer shelf-life and greater portion control which helps reduce food waste so allowing budgets to stretch further.

“In fact, when swapping like for like fresh and frozen products, shoppers can make a saving of almost 25% on average, while receiving up to 50% more for the same price.”