Holland & Barrett is aiming to change the ‘unhealthy’ image of frozen food as it ramps up its vegan and vegetarian frozen and chilled range across its store estate.
The health food retailer is introducing 12 new lines in time for Christmas, followed by 20 more shortly afterwards. The range is set to be rolled out to the half of its 659-store estate which currently have chillers.
The retailer will then determine whether to roll out the new ranges to all of its stores.
Lysa Hardy chief marketing officer at NBTY Europe, which owns Holland & Barrett said: “Frozen food tends to be more natural because it doesn’t have additives in it.
“Frozen doesn’t have to be bad.
“We want to create a resurgence of frozen food. We want to offer frozen meals that are the same quality of Marks & Spencer’s ready meals [for vegans and vegetarians].”
The frozen meals also offer customers more convenience, which Holland & Barrett hopes will attract new customers who want to be healthy.
Hardy said: “Now you don’t even have to be vegetarian to eat it, as a lot of people try to stay meat-free once a week.”
Holland & Barrett has also created a Christmas food range for the first time, which includes products such as a dairy-free advent calendar.