Waitrose is to relaunch its revamped range of frozen food next month to take advantage of a growing market.
The upmarket grocer’s new range will feature a number of bakery products, including continental pastries, breads, pies and desserts, many of which are exclusive to Waitrose.
The new frozen range, which will be introduced from January 15, will also include chicken and chestnut mushroom pies, steak and mushroom pies, woodland fruit pie and treacle tart.
Executive chef Neil Nugent 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 .”
Waitrose, part of the John Lewis Partnership, said it is also keen on educating shoppers about the benefits of frozen food .
According to recent data from market research group TNS Worldpanel, the value of frozen branded cakes and desserts increased by 11.2 per cent in the year to November 1.
