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Frozen Food Bites Back Recession

Friday, 24 April 2009

In the wake of the economic downturn it is apparent that frozen food is becoming more important than ever. The latest figures reported by the British Frozen Food Federation show that frozen food sales are growing at a rate of 7% per annum, bucking UK trends.

Research commissioned by Dorot Garlic and Herbs shows there is far more we could be doing to get the most out of our freezers. While an impressive 62% of respondents make food in bulk and freeze it, a shocking 40% admit that their freezers are so badly packed they don't even know what is at the back of them!

The survey also showed 83% waste vital freezer space by packing them with foods that never get eaten.

Back in the seventies freezers became commonplace with the baby boom generation embracing the concept of frozen food. Popular frozen staples from the hippie era included fish fingers and black forest gateau's, with the chicken nugget and humble potato waffle also being introduced around this time.

Classics such as the Arctic Roll have seen a revival in recent times however other modern day freezer pleasers look a little different. Products commonly stocked these days tend to be slightly more sophisticated with luxury ice cream, vodka and even pre-chopped herbs appearing regularly - a far cry from the crispy pancake and oven chip dinners of the seventies.

With the recession biting, the importance of saving money is more crucial than ever so it is little wonder consumers are making smarter choices. Brian Young, director-general of the British Frozen Food Federation comments: "As consumers continue to recognise frozen as a good value food source, sales are expected to increase."

"Frozen meets the needs of any busy household as it is convenient, economical, nutritious and tasty. We are excited that more people than ever are now visiting the freezer aisle in order to take advantage of the great value of frozen food."

The Dorot Garlic and Herbs range supports this trend by offering consumers value for money as well as ease and convenience. The pre-portioned cubes of crushed garlic, ginger, coriander, parsley, basil and Italian mix have made short-life herbs a thing of the past. And with the launch of the new Chilli flavour next month this trend looks set to continue. Dorot has a shelf life of 24 months and the frozen cubes retain vitality and freshness meaning flavour and taste are not compromised.

Dorot cubes can be popped out and used straight from frozen, injecting massive flavour with minimum effort. Plus with nothing to chop or crush, hands, kitchen worktops and utensils stay free from mess or odours - making for real convenient cookery.

Like all good trends, frozen food is back in fashion. And with frozen being cheaper, longer lasting and more convenient, it's no surprise that 65% of people wish they had an even bigger freezer.


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Notes to Editors

  • Dorot is available in Sainsbury's and costs £1.49
  • Dorot is free from preservatives, fats, cholesterol and food colouring
  • Each Dorot pack contains a tray of 20 cubes
  • Dorot is pre-portioned, with one garlic cube equivalent to a single clove and one cube of herb mix equivalent to one teaspoon
  • Dorot is available in Crushed Garlic, Crushed Ginger, Chopped Coriander, Chopped Parsley, Chopped Basil and Italian Herb Mix and will be launching a Chilli flavour in May 2009
  • For more info and recipe ideas visit www.dorot.co.il/eng


UK Distributor



Mr. Terry O'Loughlin - 01706 694610 / terry.oloughlin@belfield.co.uk