The Frozen Food Market in the UK: Unlocking Growth, Efficiency & Profits with the Right Partner
Why Frozen Food Is the Future — Not Just a Backup Plan
For decades, frozen food was seen as a fallback: functional, cost-effective, but far from exciting. That perception has now thawed — dramatically.
In today’s UK food landscape, frozen food isn’t just convenient — it’s strategic. With a market now worth over £8.1 billion and growing year on year, frozen is rewriting the rules for restaurants, takeaways, convenience stores, and wholesalers alike. Consumers are choosing frozen products for quality, value, and reduced waste. Retailers are benefiting from better margins and simpler operations. And suppliers who understand the category are driving innovation, not just distribution.
At On The Rocks, we believe frozen food is one of the most under-leveraged growth tools in foodservice and retail — and we’re here to help you tap into its full potential.
A BOOMING MARKET — WITH UNTAPPED POTENTIAL
The Numbers Tell a Clear Story
The UK frozen food market has evolved into a significant economic force:
💷 £8.1 billion total frozen category value (Kantar/IRI 2024)
🍦 Ice cream leads the frozen dessert segment with a market value of over £3.7 billion
🛒 £820 million in ice cream sales within convenience alone — 36% of all frozen “eat-at-home” products
🔄 Frozen food purchase frequency has increased for both retail and foodservice since 2020
Frozen products are no longer seasonal. They’re year-round essentials — and their popularity is rising due to inflation, food waste concerns, and a shift in lifestyle habits.
“Frozen food ticks all the boxes: taste, convenience, sustainability, and value for money.”
— Naomi Tinkler, Category Director, McCain Foods UK
THE WHITE SPACE — CONSUMER BEHAVIOUR IS CHANGING FAST
Today’s consumers are:
🕒 Time-poor but quality-conscious
🍽️ Hosting more at home and seeking affordable indulgence
🌱 Focused on sustainability and reducing waste
🔄 Demanding flexibility — smaller portions, longer shelf life, less prep
Frozen food meets these needs better than chilled or fresh in many cases.
“Our research shows that over 40% of households now actively choose frozen to reduce food waste. Consumers associate it with smarter shopping.”
— Unilever UK – Partners for Growth Insights
And it’s not just about big tubs of peas or chips. High-growth areas include:
✅ Premium desserts and snacking formats (Häagen-Dazs, Mars, Magnum Bites)
✅ Handheld multipacks, ideal for portion control and in-home occasions
✅ Plant-based and free-from frozen foods — both growing over 500% YoY
✅ Pre-prepared savoury and patisserie items like macarons, croissants, and canapés
The opportunity? Align your menu or retail range with these shifting preferences — and unlock new revenue streams that are growing faster than traditional fresh categories.
WHERE THE GAP LIES — THE SUPPLY & SERVICE SHORTFALL
Despite rising demand, the frozen food supply chain is still outdated in many areas. Independent retailers and foodservice operators often face:
❌ Unreliable deliveries (especially evenings or weekends)
❌ Inconsistent stock (missed NPD launches, unavailable top-sellers)
❌ Suppliers who treat frozen as an afterthought
❌ Lack of insight into consumer trends or category performance
And that’s exactly where businesses are missing sales.
“At On The Rocks, we’ve seen takeaways increase dessert sales by over 17% just by switching to a more consistent and trend-focused frozen food supplier.”
Most independents operate with low stock capacity and tight working hours. A supplier that delivers only during 9-5 on weekdays simply won’t cut it anymore.
THE BUSINESS CASE — WHY FROZEN DELIVERS PROFIT
Frozen food isn’t just about convenience — it directly impacts your business performance:
For Takeaways & Restaurants:
🧊 Pre-portioned desserts reduce labour costs
📈 Upsell with ease – a dessert adds £1.50–£2 to the average order
⚡ “Plug & play” options like multipack bars need no chef training
🌡️ Lower spoilage vs fresh desserts = more efficient stock management
“Adding a well-curated frozen dessert range can increase restaurant revenue by up to 3%, even without kitchen expansion.”
— KPMG UK – Foodservice Profitability Study, 2023
For Independent Retailers & Wholesalers:
🛒 Impulse formats like handheld bars are ideal for smaller stores
🎯 Strong brands like Mars, Snickers, Magnum pull footfall
🧠 Data-driven merchandising (e.g., POS, NPD alerts) boosts basket size
📦 Extended shelf life means less shrinkage and better planning
“Frozen sales can be elevated with the right category management support — not just more stock.”
— General Mills UK, 2024 Category Insights
HOW ON THE ROCKS ACCELERATES YOUR GROWTH
At On The Rocks, we don’t just supply frozen products — we help you build a profitable frozen category.
Our key advantages:
🚛 Delivery Designed Around You
- 7-days-a-week service, including evenings (post 4PM)
- Emergency top-ups to prevent stockouts
- Fully frozen delivery vehicles — no compromise on quality
🤝 We Partner, Not Just Deliver
- Advice on what sells best in your format (QSR, corner shop, family restaurant)
- Insights on NPD, market trends, pricing strategy
- Co-branded POS and support to drive sales
📊 Results You Can Measure
- Sales uplift of up to 17% after switching to On The Rock
- Reduced spoilage and faster stock turns
- Better customer satisfaction from reliable availability
“We built On The Rocks because we saw the gap between what the market needs and what suppliers offer. We’re here to fill that gap — and help our customers grow.”
— On The Rocks Management Team
DON’T MISS THE FROZEN WAVE
The frozen food category is evolving — and fast. What was once viewed as backup stock is now a frontline growth driver for ambitious food businesses.
But growth doesn’t happen by accident. It takes the right:
📦 Product mix
🧠 Category strategy
🤝 Supplier partnership
And that’s where On The Rocks comes in.
We’re not a faceless logistics company. We’re a team that’s worked behind the scenes in fast food chains, family-owned takeaways, and national retail brands. We know what keeps you up at night — and we’ve built a frozen supply solution to make sure your freezer is never the reason a sale is lost again.
Ready to tap into one of the most exciting opportunities in food?
👉 Let’s talk. Even if it’s just a trial — we’ll earn your trust, one delivery at a time.
