With the UK’s retail frozen food market now worth almost £5.8billion, frozen food continues to be a popular choice for consumers and so the British Frozen Food Federation (BFFF) has relaunched its consumer-facing ‘Cool Cookery’ website dedicated to promoting the use of frozen food in home kitchens everywhere.
The relaunch, on the back of increased frozen food sales, is part of the leading UK trade association’s campaign to promote frozen food and demonstrate the benefits of frozen to both consumers and the industry.
The newly revamped and rebranded Cool Cookery website provides home cooks with handy hints and tips to help make the most of their freezers and create great-tasting, convenient dishes using frozen food.
The website has undergone a complete transformation, with a brand new look and feel and an upgrade designed to encourage more visitors to the site – which is bursting with innovative new recipe ideas, frozen facts and FAQs, guides and insights from frozen food experts, plus competitions and guest blogs.
More and more people are realising the benefits of frozen in terms of health and nutrition, cost-effectiveness, sustainability, taste and texture and Cool Cookery provides an invaluable source of inspiration for those wanting quick, easy and delicious recipes using frozen ingredients.
Brian Young, chief executive of BFFF, said: “Since its launch in 2013, Cool Cookery has firmly established itself as an oracle on frozen, helping to position frozen food as a key part of everyday cooking.
“With the rebrand and relaunch, our plan has been to improve overall user experience as well as help drive more visitors to the website and further build the Cool Cookery brand and we believe the revamped and redesigned website does just that.
“By upgrading Cool Cookery and building in some key modern features and improvements, such as making it more user-friendly, easier to navigate – to ensure consumers can explore every aspect of the site – with better displayed, creative and informative content, we are confident our website will continue to go from strength to strength and engage with even more consumers going forward.
“The industry has been very active promoting frozen to consumers via our Cool Cookery campaign. This has been echoed by brands and retailers such as Young’s, McCain, Birds Eye, Iceland and Sainsbury’s who have highlighted the benefits of frozen in their marketing campaigns and developed exciting new products.”
Now, as well as providing invaluable advice, fantastic frozen food recipe ideas, guest blogs and competitions, Cool Cookery will also continue to engage with consumers via social media channels, including Facebook and Twitter.
Young said: “With positive research results and endorsement from high-profile chefs such as Jamie Oliver, the Cool Cookery campaign has come a long way since 2013 in promoting the increased use of frozen food in the home kitchen.
“With plans to continue to grow our new-look Cool Cookery website over the next few years, we are confident we will see a further increase in the number of consumers visiting, realising the benefits of frozen food and cooking regularly with frozen food.”