Frozen Food in the UK: How Retailers & Restaurants Can Boost Sales and Simplify Operations

Frozen Food & 🍦 Ice Cream: Easy Sales Growth to Tap Into

In the ever-evolving world of UK foodservice and retail, a quiet revolution is taking place. It’s not flashy. It’s not loud. But it is incredibly powerful. And it’s happening right inside your freezer.

Frozen food and ice cream are no longer side-line players—they’re becoming the engine of growth for restaurants, takeaways, convenience retailers, and wholesalers alike. Whether you’re running a bustling pizza shop in Birmingham, a café in Cardiff, or a convenience store in central London, the right frozen food strategy could unlock new streams of revenue, reduce labour costs, improve operational efficiency, and win over customers looking for both indulgence and convenience.

Yet, many UK businesses still underestimate the sales potential of frozen. In this comprehensive guide, we’ll explore how data-led decisions and the right wholesale partners—like On The Rocks—can help you tap into this massive, growing opportunity.

Let’s dive in! ❄️🍨

Why Frozen Food is Heating Up in the UK

The UK frozen food market has experienced a renaissance. According to Kantar and the British Frozen Food Federation (BFFF), frozen food sales in the UK exceeded £8.5 billion in 2024 and are forecasted to continue rising year on year. What was once seen as a second-tier option has now become a preferred choice for both consumers and businesses due to its convenience, innovation, and value.

The shift is being driven by:

📈 Consumer demand for consistent quality at a fair price

⏱️ A need for labour efficiency in foodservice

💡 Innovative new frozen formats that match modern dietary trends

🌍 Growing awareness around food waste reduction

Unilever, the global FMCG giant and parent company of ice cream brands like Magnum and Ben & Jerry’s, notes that frozen formats allow better portion control, longer shelf life, and significantly reduce waste, all while delivering high-quality eating experiences.

In a KPMG UK report, 72% of surveyed foodservice operators stated that frozen helped reduce their cost of goods and food waste, especially as energy and labour costs rise.

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🍦 Ice Cream: Not Just for Summer

Ice cream has become a year-round, all-day opportunity. It’s no longer just about cones on the beach or sundaes after dinner. The ice cream category is worth £3.7 billion in the UK, and growing fast, driven by premium formats, handheld multipacks, and healthier alternatives.

Customers now crave options that fit their lifestyles:

✨ Premium indulgence like Häagen-Dazs Bites or Magnum Minis

🥥 Dairy-free and vegan offerings for the health-conscious

🍫 Handheld convenience for fast-moving QSR and takeaway settings

And this isn’t just a branding win. Ice cream alone has been shown to increase total food sales in takeaways and restaurants by up to 3% and boost average order value by £1.50–£2 per transaction.

Imagine multiplying that across every day you’re open.

Data-Led Growth: What the Numbers Say

Smart operators know that decisions backed by data outperform gut instincts every time. Whether you’re a foodservice operator or a convenience retailer, the numbers tell a clear story.

Here’s how embracing frozen food and ice cream can transform your bottom line:

✅ Reduce Labour Costs

Frozen desserts and mains come pre-portioned and pre-prepped, requiring little to no kitchen skill. That means less training, faster service, and more consistent quality.

✅ Shrink Food Waste

Frozen food has a shelf life of months, not days. You can stock up without fear of spoilage, unlike fresh produce that goes off quickly.

✅ Faster Menu Innovation

Frozen lets you trial new SKUs without the cost or risk of full menu relaunches.

✅ Broaden Daypart Coverage

Frozen handhelds and snacks aren’t just for dinner—they sell across lunch, late night, and even breakfast, creating new revenue moments.

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🌟 The White Space: Where Opportunity Awaits

Despite all this momentum, many UK food businesses are still leaving money on the table. A recent BFFF survey showed that only 38% of restaurants and takeaways were optimising their frozen dessert range, and fewer than 30% had tapped into low-calorie or vegan options.

This is your chance to leap ahead of competitors.

The biggest whitespace today is in:

1.Handheld Multipacks – the UK convenience channel saw these grow by 12% YoY

2.Premium Snacking – customers are willing to pay more for luxury formats

3.“Better for You” Ice Cream – low-cal, protein-rich, free-from SKUs are growing over 500% YoY

4.Out-of-Hours Service – stock needs peak after 4pm, when many suppliers are closed

This is where On The Rocks thrives.

Why Choosing the Right Frozen Food Supplier Matters

Not all frozen food suppliers are built the same. You might have a distributor, but do you have a partner?

On The Rocks is a UK-based ice cream and frozen food wholesaler that specialises in late-evening, 7-day delivery, and frozen-only service—meaning we get your urgency and your need for zero-compromise product quality.

✅ Frozen-Only Delivery Fleet

Our vehicles are designed to maintain the integrity of your frozen goods from warehouse to your freezer.

✅ Post-4PM Delivery Slots

Unlike traditional suppliers, we work around your business hours—especially when your re-stock happens in the evening.

✅ Data & NPD Support

We help you improve your frozen category with real-time analytics, bestsellers benchmarking, and trend insights.

✅ Trusted by Industry Leaders

We supply to major brands like Caprinos, Big John’s, and national attractions like London Zoo.

✅ Handheld, Bulk & Tubs

From branded impulse options to white-label tubs for scooping—our range is built for every business size and model.

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🛠️ How to Get Started

Want to grow sales, reduce waste, and make your operation smoother with minimal effort? Here’s how to begin:

1.Audit Your Current Frozen Range – Are you offering what customers actually want?

2.Review Your Supplier – Are they delivering what you need, when you need it?

3.Test New Products – Let us set up a risk-free trial with bestselling SKUs.

4.Maximise Your POS & Menus – We help with marketing support too.

Whether you’re looking to buy ice cream in bulk, stock wholesale desserts, or simply find a reliable frozen food supplier near you—On The Rocks is here to help.

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📣 Don’t Take Our Word for It

Here’s what some of our clients have said:

“On The Rocks helped us grow dessert sales by over 20% just by improving our range and getting stock to us after hours.”

— UK Quick Service Restaurant Operator

“They don’t just sell you products. They work like a category partner. Our margins improved instantly.”

— Convenience Retailer, Manchester

“Best frozen food wholesaler we’ve worked with. Reliable, consistent, and innovative.”

— Regional Takeaway Chain

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Ready to Partner with the Best?

If you’re serious about scaling your foodservice or retail business and want a wholesale ice cream and frozen food supplier who understands your challenges, your goals, and your freezer—look no further.

📞 Message us for a free consultation

🚚 Book a trial delivery

📊 Get access to data insights & bestsellers

📍 Available UK-wide, 7 days a week

On The Rocks isn’t just a supplier. We’re your frozen category growth partner.