Newly established Pioneering Foods has pledged to reinvigorate the frozen food category and put it back on the retailer's agenda through innovation and creativity.

Based in Holt, Norfolk, Pioneering Foods was established in August 2005 through the merger of Icefresh Foods and Heaven Made Foods, two frozen food businesses. The company supplies the retail and foodservice sectors and the manufacturing industry with a complimentary range of high quality frozen and chilled products.

"We are passionate about good food but believe that frozen is getting a poor deal from the retail trade. The frozen food industry has been perceived as a poor relation in comparison to chilled food for far too long and whilst there are some great chilled products on the shelves, frozen is generally better value for money and more convenient," said managing director Simon Spence.

The company plans to grow its sales by 33% to £25m this financial year through a comprehensive range of products that cover the full spectrum of quality expectations and price points.

Heaven Made Foods produces a range of hand-made premium frozen and chilled desserts under private label for the retail and foodservice sectors. It has grown out of Prospero Limited, a business whose products are sold in Waitrose and Harrods and at restaurants like Pizza Express and gourmet pubs all over the UK supplied by Woodward's Foodservice.

"When retailers first introduced their premium private label brands the product quality was exceptional. In recent years this quality has been marginalised as increased competition and the retailer's desire for even bigger margins has put pressure on price points and returns for manufacturers. The result - product engineering and unacceptable levels of compromise. We are working with a number of retailers to reverse this trend and to extend the premium desserts sector across a number of sub categories; party food, sharing and individual," Spence added.

Icefresh Foods supplies own label desserts and ice cream to national grocery retailers and foodservice organisations. It also supplies UK food manufacturers with a complete range of frozen vegetables, herbs and potato products.