PACK’D Launches Frozen February To Champion Peak-Picked Fruit

Organic frozen-food brand PACK’D has unveiled a new seasonal initiative called “Frozen February”, aimed at shining a spotlight on the benefits of frozen fruit at a time of year when UK fresh fruit quality is typically at its lowest.

Image: PACK'D

The campaign is rooted in a simple insight: between February and April, British-grown fruit is scarce and the “fresh” produce on supermarket shelves often comes from the Southern Hemisphere. To survive the long journey to UK stores, this fruit is frequently harvested early, which can affect sweetness, flavour and nutrient levels — with research showing fresh produce can lose around half of its Vitamin C within just two days of harvesting.

By contrast, frozen fruit is picked at peak ripeness and frozen on the same day, locking in taste and nutritional value for consumers to enjoy year-round. PACK’D’s campaign urges shoppers to think differently about where they find their fruit during late winter and early spring — pointing to the freezer aisle as a source of “freshness” that often outperforms chilled alternatives in both flavour and nutrient retention.

The initiative will be supported by targeted paid media activity, particularly in and around stores such as Tesco and Sainsbury’s where PACK’D products are stocked, as well as in consumer titles including BBC Good Food.

Katy Hamblin, PACK’D’s Director of Marketing, sums it up: “The UK climate at this time of year means that, confusingly, the freshest fruit is actually found in the freezer aisle … frozen produce also has a lower carbon footprint, as it’s able to be transported via sea rather than air.”

Source: Grocery Trader