Frozen food retailer Iceland has introduced the ‘Fridgeable’ label, which signals products that can be stored for a certain amount of time in the fridge. The aim is to allow those not owning a freezer to enjoy the benefits of frozen food and meals.
Fridgeable labeling helps to educate consumers on which frozen foods can be put straight into the fridge and how long those foods can be kept in the fridge after defrosting. It also helps families living without a freezer or with far too little freezer space to save money by accessing frozen food, which is often cheaper than the fresh equivalent, the British Frozen Food Federation (BFFF) website states. Research shows the average family weekly food shop is GBP60, however a family without the right appliances can expect to spend 43% more because they cannot buy in bulk or buy frozen goods. Frozen food has the potential to save families over a thousand pounds a year and Iceland’s aim is to make that potential a reality by making its trademarked Fridgeable logo and various other assets freely available to other retailers and brands.
“Fridgeable is a unique concept in frozen food and launching this is a particularly proud moment for me as it is another way that we can help reduce the cost of putting food on the table for those without a freezer,” according to Andrew Staniland, Trading director of Iceland Foods. “We are so passionate about the far reaching benefits of Fridgeable that we are offering this game changing idea to our competitors and to frozen food brands for free – the more organisations that adopt this, the bigger the positive impact will be.”
The initial launch of Fridgeable is across 15 products in Iceland’s frozen meat and burgers category in time for the summer season and all the products have a 24 hour timer on them. Iceland is aiming to roll out Fridgeable across all applicable own brand ranges and its initial goals are to increase amount of time people can store products in the fridge to up to 72 hours and to at least double the size of the range in the year ahead.