Emma Boyland

Picture of Emma Boyland

fresh look at the frozen products

Rightly noted that the reputation of frozen food badly marred. But is there something on reasonable grounds?

By the way speaking, every third Briton sure fresh food is frozen in many ways superior. About 43% said that would not give preference to frozen products.

The infamous scandal with horsemeat only added fuel to the fire. However, an expert on obesity, Emma Boylend calls stop `nosy` turn up on frozen food - for the sake of our health, our wallets and the environment.

Mankind has enjoyed a freezing - as a means of safe storage of food - for thousands of years.

But not to such an extent as to 1920, when American inventor Clarence Birdseye & # 774; (Clarence Birdseye) began to expand domestic production of refrigeration units and launched the first line of frozen foods. the industry has ceased to be the same from now on.

Despite the increase in the range of fast food and the rise in demand for ready-made meals, in countries such as the UK, people are still disdainfully refers to products in frozen form.

Many are stocking frozen goods `in extreme sluchay` - when there are difficulties with access to the store.

Boylend notes that with this attitude, sometimes taking the form of snobbery, it is necessary to fight hard.

According to the CEO of the British Federation of frozen food, frozen food in `blind tests vkusa` much to gain on a background of fresh.

However, Emma said that to the retailers of frozen products in the US and the UK, including `Iceland`, there are ambivalent attitude - love-hate relationship.

Despite the growing interest in such budget brands as `Lidl` and` Aldi`, brand `Iceland` still perceived in some quarters as a supplier of cheap and shoddy goods. This reaction leads to develop more and more new strategy for the promotion of frozen goods.

The most amazing thing is that the buyer is automatically `otpravlyaet` frozen food category in the second-rate because of lower prices as compared to fresh.

Boylend explains that frozen foods are often cheaper than fresh, simply because of lower production costs. Low price may affect the perception of the consumer, which, however, it is time to realize that cheap does not mean low quality.

According to one study, four out of five American consumers believe that frozen food products are `highly pererabotki`.

On the territory of France, things are completely different. Many French consumers consider frozen foods as healthy, fresh and high quality.

Undoubtedly, this attitude has helped the development of the brand `Picard`, offering premium products. The company`s share `Picard` one-fifth of all new frozen products made in France.

Boylend asks: `Who are we to argue with the French, known for their approach to good food, the approach is in stark contrast to international perceptions of British food`?

It seems that we really have something to learn from the French.

Studies have shown that freezing locks on `zamok` beneficial nutrients in fruits and vegetables.

In one experiment, fresh produce when stored in a conventional household refrigerator at 4