Chill factor
With private label products driving growth in this fast-evolving category, frozen foods are proving to be a smart buy in a time of rising costs and increasing food waste concerns. Shauna Bernard reports
Print19 February 2025
When shoppers look for healthy, convenient, and affordable meal options, the frozen food aisle is often the first stop. According to a recent Kantar report, the frozen category is one of the strongest performers in grocery, with a 10.4% increase in value year-over-year, even as volume saw a slight decline of 1.8%. Private label products are driving this growth, now holding a 52.8% market share compared to 47.2% for branded products.
Frozen foods offer a practical solution for today’s shoppers, combining long shelf life with quality at the right price. As food waste continues to be a major concern and household budgets remain tight, frozen products play a key role in helping consumers reduce waste and save money. Retailers understand that frozen foods aren’t typically impulse buys, so it’s crucial to strike the right balance between affordability and premium choices.
Leading frozen food brands are rising to the challenge by delivering freshness, flavor, and great value. Whether it’s a quick weeknight meal or a healthy snack, frozen foods offer a convenient solution that doesn’t sacrifice quality. In a time when every penny counts, frozen food remains a reliable choice for consumers looking to make the most of their grocery budget.
Snack, crackle & vibes
McCain is redefining the snacking category with the introduction of Vibes, an innovative hot snack that combines the crispy texture of crisps with the fluffy centre of chips.
Offering a premium alternative to traditional cold snacks like crisps, nuts, and olives, Vibes is designed to elevate social occasions and deliver a memorable, shareable experience.
Crafted to complement any gathering, Vibes provides a multi-textured bite that pairs a golden, crispy exterior with a light, fluffy centre. Perfect for informal settings such as game nights, social catch-ups, or family movie evenings, Vibes offers a convenient solution for hosts aiming to impress without the effort of extensive preparation.
Vibes are designed with ease of preparation in mind, cooking in just 10 minutes in an air fryer or 20 minutes in the oven. This convenience allows hosts to serve a hot, delicious snack while focusing on their guests. Available in two distinct flavours – Salt & Vinegar for a classic tangy profile and Firecracker Chilli for a bold, spicy kick – Vibes is well-positioned to appeal to a wide range of consumer preferences.
Currently available in select retailers such as Dunnes, with wider distribution in SuperValu and Tesco from March, McCain Vibes represents a significant step forward in the hot snacking segment. By blending exceptional taste with ease of preparation, McCain continues to deliver products that enhance social moments and set a new standard in snacking innovation.
Frozen gains
WheyHey, the Irish founded healthy frozen food brand, is predicting transformative growth in the Irish frozen food category in 2025 driven by new innovation and consumer campaigns showcasing the benefits & quality of frozen food.
The WheyHey brand exploded onto the Irish market in 2024 with a range of 14 sku’s launching in Tesco stores nationwide, supported by an award winning in-store customer campaign.
The brand has quickly become the #1 brand in the growing high protein frozen space – with a range of ready meals, pizzas, burritos, pancakes and ice cream, driving + 15% customer spend and increasing category shoppers by 6% across retail partners.
With growing demand for the full award winning WheyHey range, the brand is making it easier than ever for retailer partners to win in the category – investing in WheyHey branded freezers to help retailers create a WheyHey destination in store for shoppers. The WheyHey freezer programme launches in Ireland in April.
Melted goodness
In 2024, Glenhaven made waves in the retail market with the launch of its new snacking range – 100% Irish cheese bites. Packaged in a convenient 200g box, these cheese bites are crafted from the finest Irish cheese.
The range includes four mouthwatering flavours: Chilli, Pizza, Nacho, and Crispy Donut. The Chilli Cheese Bite even earned a prestigious Silver Award at the Blas na hÉireann Awards in 2024, highlighting its exceptional quality.
The ongoing popularity of hot snacking, fakeaways and party food has made Glenhaven’s cheese bites a perfect choice for consumers. Ready in minutes from the air fryer, these cheese bites are the ideal choice for any occasion, whether it’s a quick indulgence, fakeaway inspired side dish or appetiser or indeed as part of a party platter.
With its convenience and flavour, they’re an easy purchase for busy households and snack lovers alike. And their handy 200g size and attractive RRP make them a great upsell and impulse purchase for retailers hoping to increase average basket spend.
Emma Cahill, brand director, Glenhaven, said: “We see coated Irish cheese as a very natural growth area for Glenhaven, and we’re delighted with the quality of what we’ve produced. In fact, we believe our range of cheese bites are quite possibly the best cheese bites available in the frozen aisle today.”
Glenhaven continues to set the bar for premium, innovative snacking.
Tasteful health
Unislim celebrate crafting great tasting, healthy, delicious food for everyone. Discover Unislim’s relaunched range of delicious, nutritious frozen foods. Even better value for your shoppers. Unislim Crispy Skinny Chips 800g, Unislim Rustic Oven Chips 800g, and Unislim Sweet Potato Fries 450g –offer a healthier alternative.
With fresh new vibrant packaging and a strong brand reputation, these products will generate profits for your business. These products are vegan-friendly, gluten-free, low in saturated fats, contain no artificial colours, preservatives or flavourings and have been approved by Ireland’s top dieticians.
Unislim’s Frozen Ready Meal range is made from ‘Fresh’ ingredients then frozen, nothing added. Made up of four mouth-watering, flavour-filled, delicious recipes, Green Thai Chicken Curry, Mango Chicken Curry, Spicy Chickpea Curry & the newest addition, Chicken Tikka Masala. High in protein but low in calories & fat. It makes mealtimes quick & convenient because sometimes consumers need good food fast.
Its range is promoted through an integrated approach, utilising in store promotions, above and below the-line marketing, with Unislim’s dedicated social media platforms amplifying its brand message and connecting with shoppers.
Unislim is a family run, Irish owned company. Its goal is to offer healthy, delicious, wholesome & great-tasting options for vegans and health-conscious foodies. It is Ireland’s leading slimming & healthy lifestyle club since 1972. Unislim offers its loyal members a personalised and effective weight loss plan, which encourages them to make healthier food choices. With a network of 240+ supportive weekly classes all across Ireland or Unislim online there is a class near your store. unislim.com for more information
Simply fresh
Green Isle ready roasted vegetables
As families settle into new routines for the new year, Green Isle has launched three delicious and convenient vegetable sides, perfect for taking the stress out of mealtimes. With these new additions, Green Isle is helping busy Irish families to save time, while serving up nutritious delicious meals that everyone will love.
A recent survey of family meal habits carried out by Green Isle has revealed some fascinating insights into the everyday challenges and preferences of home cooks nationwide. The survey has shown that while the majority of families (73%) cook meals from scratch at home 4 or more times a week, time pressure remains a significant barrier to preparing family meals more often. Over half (57%) of people cited lack of time as the main obstacle, with nearly half (49%) admitting that finding meal inspiration and catering to fussy eaters also pose challenges. Despite these hurdles, 96% of participants said they would cook more often if meal prep time could be halved, highlighting the growing demand for quicker, more convenient cooking solutions.
Green Isle has three new delicious vegetable sides to choose from Ready Roasted Vegetables with Lightly Seasoned Potato, Penne Pasta and Vegetables with a Light Italian-Style Seasoning and Ready Chargrilled Vegetables with Lightly Seasoned Potato.
- Ready Roasted Vegetables with Lightly Seasoned Potato – This tasty combination includes roasted broccoli, peppers, onions, courgette, and potato, making it an easy way to create a satisfying midweek dinner. With no prep required, it’s ready in just 7-10 minutes, perfect in the air fryer and ideal for those looking to serve up a nutritious family meal in no time.
- Penne Pasta and Vegetables with a Light Italian-Style Seasoning – Combining carrot, sweetcorn, broccoli, peppers, and penne pasta with a light Italian-style seasoning, this pasta and vegetable option is easy to prepare and so convenient. Ideal for all the family and fussy eaters. Simply pan fry for 7-10 minutes and enjoy.
- Ready Chargrilled Vegetables with Lightly Seasoned Potato – A delicious combination of chargrilled courgette, aubergine, peppers and potato seasoned to perfection. Ideal to add to your favorite pasta dish, soup or any evening meal. Simply pan fry for 7-10 minutes or perfect in the air fryer.
Derval O’Rourke, ambassador, Green Isle, said: “As a busy mum, I always choose Green Isle. Their fruit and vegetables are picked at their peak and frozen at their freshest, locking in nutrition. I need good food that’s quick, and with Green Isle, goodness has never been so handy.”
Mairéad Walsh, marketing manager, Green Isle’s, said: “We know how hectic family life can be, and we’re delighted to offer new solutions that take the stress out of mealtimes. Responding to consumer feedback, we have been working hard to perfect our new range of vegetable sides which are all about saving time without compromising on flavour or nutrition. With no chopping, peeling, or slicing needed, parents can feel proud serving up delicious, wholesome meals that the whole family will enjoy.”
Green Isle’s new range is now available in freezer aisles of supermarkets nationwide, retailing at €4.00 per pack.
Sustainable seafood
Donegal Catch, Ireland’s number one frozen fish brand for almost 40 years, is encouraging Irish households to choose from their extensive range this National Fish Week (3rd to 9th of March) and throughout the year.
The team at Donegal Catch are always bringing new ideas to the market and their recent launches included a delicious range of fishcakes, fish nuggets and a breaded hake family size pack.
The range of fishcakes is designed with busy professionals, couples and families in mind and is sure to elevate any meal occasion at home. With two portions per pack, they are perfect as a starter, part of a lunch spread, or a quick midweek evening meal. Parents are always looking for fun and creative ways to encourage their kids to eat more fish and Donegal Catch is delighted to introduce new golden, crunchy and tasty fish nuggets. Busy families are under increasing financial pressure and time constraints but want to continue to ensure their kids eat well and Donegal Catch offers the quality assurance parents need with products that kids will love.
Donegal Catch is also proud to introduce a new Irish Breaded Hake Family Pack. The hake fillets are made with 100% Irish hake and responsibly caught in Irish waters.
All these products are produced in Ireland, come in fully recyclable packaging and can be cooked in the air fryer or oven.
Donegal Catch is the largest purchaser of white fish from the Irish catching sector and processes over 30% of Irish landed haddock and whiting. Donegal Catch recognises the role we play in the sustainable development of the Irish fishing industry, protecting our waters, and positively impacting our communities for generations to come. Donegal Catch will be running a TV advert featuring fisherman Frank McClenaghan from Greencastle in Co. Donegal explaining why fishing is important for local communities and the role sustainability plays in the Irish fishing industry. The TV advert will be on air from Monday, 10 February for 3 weeks as part of the National Fish Week campaign.
Donegal Catch has numerous tasty and quick ideas for new recipes, along with top tips on how best to get more fish into your diet. More details can be found at www.donegalcatch.ie
Tenders takeoff
Chicken with Attitude Crispy Golden Tenders
Vista Foods Ltd has announced the appointment of Christine Farrell as the new head of retail sales for the Chicken with Attitude brand.
With extensive experience in the F.M.C.G sector, Farrell brings a wealth of knowledge and expertise to the role and will oversee and lead the retail sales division
Commenting on her new role with Vista Foods, Farrell, said: “I am incredibly excited to join Vista Foods as head of retail sales and to become part of a dynamic, passionate, and innovative team. I’m eager to continue the growth and success of the Chicken with Attitude brand over the coming years.”
The Chicken with Attitude brand launched in late 2020 and has seen phenomenal growth within the Irish Market to date. Through its high-quality products and unique coatings and flavours, it certainly became the favourite retail chicken choice for the Irish consumer.
Chicken with Attitude Brand
Chicken with Attitude brand has five products within the range: Golden Tenders, Hot & Spicy Tenders, Southern fried Tenders, Dippers and Popcorn.
All of its products are made from hand cut whole chicken fillets, covered in delicious bespoke coatings.
You will never find a re-formed, chopped and shaped product carrying the brand name. Chicken with Attitude launched the range to satisfy the need for a premium quality chicken within the retail sector.
Introducing the world’s first air-fryer pizza slice
Enjoy a handmade slice of Sicily in minutes with Slicey
A slice of Pepperoni Slicey cooking in an air-fryer
Slicey, the world’s first air fryer pizza slice, is changing the snacking game. Bringing the delicious taste of Sicily to your home, Slicey is designed especially for air fryers, offering perfect pizza in just minutes.
With a double-fermented base, Slicey ensures an even cook and perfect texture every time. The slices are shaped to fit seamlessly into an air-flyer basket, eliminating the need for preheating and long waits. In just 8 minutes, you can enjoy restaurant-quality pizza without the hassle of using an oven.
These Sicilian-style, stone-baked pizzas are handmade in Italy with natural ingredients and are available in three flavors: classic Margherita, Pepperoni, and spicy Diavola. Each slice delivers up to 15g of protein and only 440 kcals.
Slicey is perfect for teenagers after school, kids between activities on the weekends, students between lectures and busy work-from-home lunches.
Available now in select retailers nationwide, Slicey is set to become your new favorite snack. Don’t miss out – grab yours today!
RRP: €3
Join the Conversation. Visit www.sliceypizza.com
IG: @sliceypizza TT: @sliceypizza
Hashtag: #SliceyPizza
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