UK supermarket chain Safeway has joined forces with Unilever Ice Cream and Frozen Food, formerly Birds Eye Wall’s, to try out new ways of marketing frozen food.
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The trial, which uses Unilever customer research, is to take place at Safeway’s St Albans, Welwyn Garden City and Clacton stores, reported The Grocer.
“The aim of the trial is to create a warmer shopping environment with clearer sub-category segmentation in order to make shopping the fixture easier for our customers,” Safeway frozen category manager David Price was quoted as saying by The Grocer.
Price added that one of the main barriers to buying frozen was customers’ preference for fresh. “We have tackled this through food images displayed behind light boxes to convey strong food values, along with the use of our new frozen strapline ‘Frozen for freshness’,” he said.
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