Huge Spike in Consumers Looking for Information About Frozen Food, BFFF Says

A large number of customers started seeking information about frozen food during the COVID-19 crisis, figures released by the British Frozen Food Federation (BFFF) show. This was best seen on their consumer-facing website,, which has experienced a 263% increase in traffic in March.

“Visitor numbers in the first two months of the year were already up as many people have been attracted to the product innovation in the category. But since the middle of March visitor numbers have seen a major spike with 25,000 new visitors year-on-year”, said Harry Hinks, BFFF digital membership and marketing manager. “Lots of people are looking at the FAQ for information on how to defrost, how long to keep frozen food and to find out if they can refreeze food that’s been defrosted. There are also plenty of people also seeking inspiration from the recipe section.”

BFFF has recently added two new sections to the website, meant to help consumers understand best practices regarding how to freeze fresh products such as cheese, bread, and milk. A different section lists foodservice wholesalers who are selling direct to the public, offering click & collect and local delivery services.

Hinks said he’s also seen increased consumer engagement on social media, especially Twitter. “Whilst, the current situation is not the way we would have wanted people to re-engage with frozen food, there is clearly a massive demand for information on frozen food and we are doing everything we can to provide all the answers.”

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