Frozen food trends: Luxury-branded ready meals, functional starches & ketogenic ice cream capture appetites
19 Apr 2021 --- The appeal of frozen foods for convenient and time-saving meals remains the primary driver of sales for this category throughout the COVID-19 pandemic. In this segment, meals-for-one and luxury-branded ready meals are prominent among the most in-demand positionings.
In frosty dessert highlights, ketogenic ice cream pops are tapping into the consumer ethos for well-being. Among new ingredient launches, functional starches from Cargill and American Key Food Products (AKFP) are aiding freeze-thaw tolerance and stability.
FoodIngredientsFirst speaks to key suppliers to further explore the trend developments in this space.
According to Innova Market Insights’ data on the category, frozen food launches are increasing globally, featuring 20 percent year-over-year growth when comparing 2019 and 2020 launches.
In 2020, the top category for global frozen food launches is Desserts & Ice Cream (27 percent). In 2020, Salt & Salt Substitutes (63 percent); Sugar, Syrup & Honey Products (62 percent); and Thickeners (57 percent) were the leading ingredient categories among the frozen foods tracked.
“There has been a trajectory of positivity toward frozen pre-dating but enhanced by the COVID-19 pandemic,” says Lauren Kisby, category management lead at Kerry Foods.
“There is increasing communication to shoppers about the power of frozen food including ‘locked-in goodness,’ ‘fresh from frozen’ and ‘less waste,’ which continues to drive a more positive perception of frozen with shoppers.”
Frozen meal solutions are a £500 million (US$694 million) category and through COVID-19, the segment has gained new shoppers by 17.2 percent, Kerry highlights.Kerry Foods’ Shopper Segmentation 2019 found that between 2016 and 2019, there was a 3.1 percent increase in the number of shoppers agreeing that “frozen foods are just as good as fresh” and further 3.6 percent increase in shoppers who agree that they “like to be inspired by the choice of “available in frozen.”
Meals-for-one remain popular
In frozen meals, Kerry observes more meal occasions being fulfilled, with the “easy family meal” and “together time” positions both exhibiting significant growth of over 20 percent growth year-on-year.
“Aligning with these trends, we debuted our Nation’s Favourite Richmond brand into meal solutions in a family size format as well as launching Mansby Street Kitchen, a luxury ready meal for two brand that offers a range of inspiring, delicious evening meals with a price point that makes luxury available every day,” Kisby details.
Meals-for-one remain the “heartland of frozen meal solutions,” and Kerry has seen a considerable move towards branded products, she adds.
The company’s Bisto and Sharwoods brands achieved 18 percent and 34 percent growth respectively in 2020, indicating an overall £26 million (US$36 million) proposition at retail sales value.
“We have refreshed both brands in 2021, with NPD and a modernized look and feel, as well building upon the success of our Richmond family meals launch with a range of four meals for one, including a first to market toad in the hole with gravy, and with further plans to expand,” says Kisby.
“Meal for tonight remains a very important positioning for frozen meal solutions. With one-third of all purchases made on impulse, making these easy and inviting to shop is a priority.”
Functional starches for flexibility
“So much has already been done in making ready meals more convenient to consumers,” says Johan Steyls, principal scientist applications convenience at Cargill. “What really helps consumers is to offer meals that fit into their spontaneous lifestyles.”
“For example, you can think of chilled meals that can be put into the freezer if there’s a change of plans,” he highlights. “Frozen meals that can be cooked straight from the freezer without defrosting are another interesting area for ingredient innovation.”
There is increasing use of the positionings “locked-in goodness,” “fresh from frozen” and “less waste,” which continues to drive a more positive perception of frozen with shoppers.One particularly suitable solution for these types of products is SimPure functional native label-friendly starch based on tapioca, which has freeze-thaw tolerance, he details. “One of the particular trends in ready meals right now is ‘take out in a box’ meals containing as many as six different elements.”
“The key here is that the instructions for preparation are really easy to follow. It needs to be possible to cook everything in the oven at the same temperature, and fit all components onto two oven shelves. Again this is where innovation in functional ingredients like starches comes into play.”
In other starch launches, AKFP rolled out its Organic Native Tapioca Starch, adding a versatile, clean label ingredient to its portfolio of specialized cassava-based and organic offerings.
Derived from the cassava plant’s root, this native, unmodified starch is certified gluten-free and is paleo and vegan-friendly. It is also grain-free, nut-free and non-GMO verified, making it an essential addition to the food developer’s better-for-you and clean label toolbox, AKFP highlights.
“Tapioca starch is fairly versatile across various applications, which means it can be an available tool for product innovators in the development of new formulations,” says Mel Festejo, AKFP’s COO.
Next to its use in frozen applications, AKFP’s tapioca starch is similarly effective as a thickener, filler, binder and stabilizer in baked goods, extruded snacks, dry mixes, soups, sauces and gravies.
Ketogenic desserts
Halo Top is expanding its line of ketogenic-friendly frozen desserts yet again with the launch of its on-the-go keto pops. Halo Top’s Keto Series was launched in 2020, with this latest addition signposting that better-for-you ice cream is continuing to be popular with US consumers.
“We created our Keto Series so ice cream fans could enjoy a treat while keeping wellness goals on track, and new Keto Pops do just that for on-the-go dessert lovers,” says Chelsea Parker, Halo Top’s senior marketing manager.
Just like the Keto Series frozen dessert pints, Keto Pops are made with creamy, protein-packed ultra-filtered skim milk, which delivers fewer net carbs than regular ice cream and addresses a broad range of dietary needs.
With net carbs ranging from 2 to 3 g per pop, consumers can enjoy an indulgent dessert without sacrificing wellness goals.
Halo Top’s Keto Pops. (Credit: Halo Top)The Halo Top Keto Pops come in four varieties, each covered in a chocolate-flavored coating. The pops’ calorie contents range from 130 to 180, while protein and net carbs tend to be around 3 g and 2 g, respectively.
The sea salt caramel variety is a mix of smooth vanilla frozen dessert and swirls of sea salt caramel. Targeting fruit lovers, berry swirl features blueberry and strawberry syrups for fruity sweetness.
Meanwhile, chocolate lovers can choose between a flavor that adds peanut butter chips and fudge swirls to peanut butter frozen dessert or a chocolate cheesecake option.
Last month, Lu Ann Williams, global insights director at Innova Market Insights, argued that Halo Top’s success owes much to pricing that is similar to premium mainstream products and a strong brand ethos centered on health.
Meat-free and frozen
In line with the Innova Market Insights’ Top Trend for 2020, “Plant-Forward,” meat free and plant-based alternatives continue to be an opportunity.
The number of consumers who associate meatless options with improved ready meal perceptions has almost doubled between 2016 and 2019, according to Kerry research.
“Bringing mainstream, meat-free alternatives to core favorite recipes is a significant opportunity for the category to drive frequency with shoppers, in both brand and private label,” notes Kisby.
“We see big opportunity for component and assembly cooking options going forwards, as meal prep fatigue over lockdowns sets in and consumers return to more convenient as easy options.”
The huge growth in frozen ingredients is elevated by cooking-at-home propositions, she continues.
“We see these shoppers seeking a little more convenience but with an opportunity to contribute to the preparation of the meal, which will drive growth in meals and sides, as well as sauces and scratch hacks.”
Eco-friendly credentials on-pack
Frozen foods giant Nomad Foods and the World Wildlife Fund (WWF) have joined forces to identify agricultural solutions to the “triple challenge” of feeding a growing global population, while tackling the climate crisis and reversing biodiversity loss.
On-pack communications for the initiative will be rolled out initially across Belgium, Portugal, Spain and the UK by this summer. The partnership will initially focus on two main projects centered around vegetable production.
On the one hand, the organizations are piloting a blueprint for landscapes that can increase food productivity through “nature-positive” farming approaches. On the other, they will be exploring interventions on the impact of farming on biodiversity while finding new ways of increasing pollinator species, such as bees.
“Biodiversity loss is accelerating around the world,” stresses Stéfan Descheemaeker, CEO at Nomad Foods. “We want to help our consumers eat more sustainably by providing widespread access to great-tasting food that is better for people, better for the planet and affordable.”
“To support this, we are committed to sourcing 100 percent of our vegetables and potatoes through sustainable farming practices by 2025. Seventy-seven percent of our own grown vegetables are already verified as such.”
The company uses the farming benchmarks of the Sustainable Agriculture Initiative Platform (SAI Platform) Farm Sustainability Assessment (FSA).
Last October, Birds Eye became the first farm management group in the UK and the first in global frozen food to be verified as FSA Gold Level for sustainable food production.
And in February, Iglo Germany was verified as FSA Gold for all “own grown” spinach, herbs and autumn vegetables.
COVID-19 outlook
Frozen meal solutions are a £500 million (US$694 million) category and through COVID-19, the segment has gained new shoppers by 17.2 percent, Kisby highlights.
“They are surprised and delighted with the choice, quality and value for money they are finding in the frozen aisles and ensuring we expand our breadth of choice to cover more meals occasions is key to retaining and attracting shoppers,” she remarks.
“Better POS that calls out the key benefits of frozen is a huge opportunity within the aisle and as this momentum continues, it’s an exciting time to be within the frozen category.”
By Benjamin Ferrer
