Waitrose is to relaunch its frozen offer with a new range to put the emphasis on the icy option and get more people cooking from frozen.
The new campaign will be launched on January 25 and will feature a full range of goods, including its 1.2kg Four Mushroom Risotto at £6.49 and its Summer Fruit Pie at £2.49.
It is, as yet, unclear what impact, if any, this will have on the retailer’s fresh offer but represents an interesting move for the retailer, which has always put a huge emphasis on fresh food.
Executive chef Neil Nugent, who has been developing the range, is keen to get people cooking from frozen.
He said: “Freezing food means that none of the nutrients or flavours are lost, so in my opinion it’s the best way to preserve food.
“All the products can be cooked straight from frozen, so there’s no messing about with defrosting times - it’s all ready to be cooked when you need it. The beauty of frozen foods is that you only use what you need and keep the rest for another time. You’re not wasting any food, or any money.”
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