Iceland Supermarket Trials Air Fryer Aisle as Demand Soars

London, June 19, 2023 – Iceland, the popular supermarket chain, is embracing the growing trend of air fryer cooking by launching a dedicated aisle for air fryer-friendly food products. The aisle, set to operate for one week starting June 19, can be found at Iceland’s Food Warehouse outlet in Charlton, London. With approximately 287 food items carefully selected for air fryer preparation, customers will have easy access to a wide range of options.

The newly introduced aisle features an array of products suitable for air fryer cooking, including favorites such as Greggs sausage rolls and steak bakes, cod fillets, chicken fillets, and French fries. Recognizing the increasing popularity of air fryers among British households, Iceland conducted a survey in collaboration with energy supplier Utilita, revealing that 46% of respondents either personally purchased an air fryer or had someone in their household acquire one within the last five years. Additionally, 44% of air fryer owners reported using their conventional ovens less frequently.

The survey also unveiled that 72% of consumers expressed a desire to see air fryer cooking instructions on food packaging. In response, Iceland has pledged to update the cooking instructions on packaging for nearly 300 relevant brand items, prioritizing energy-saving methods. The supermarket aims to empower customers with the necessary information to make informed choices about their cooking methods, aligning with their commitment to sustainability and environmental responsibility.

Richard Walker, executive chairman of Iceland Foods and The Food Warehouse, expressed enthusiasm for the initiative, stating, “We pride ourselves on knowing exactly what our customers coming through our store doors are looking for, matching their changing shopping trends with fresh ideas. Introducing the world’s first air fryer aisle at our Food Warehouse is another exciting example.” Walker further explained that the dedicated aisle would cater to the growing demand for air fryer cooking, which offers time and energy-saving benefits.

Utilita, the energy supplier collaborating with Iceland on this endeavor, conducted its own research, suggesting that households could save an average of £80.50 per year by switching from electric cookers to air fryers. Archie Lasseter, head of sustainability at Utilita, praised Iceland’s effort to promote energy efficiency, noting that behavior change contributes significantly to emissions reductions. By providing a convenient selection of air fryer-friendly foods, Iceland empowers households to make sustainable choices while avoiding the energy consumption associated with traditional ovens.

The one-week trial of the air fryer aisle at Iceland’s Food Warehouse outlet marks a significant step towards catering to evolving consumer preferences and promoting environmentally conscious practices. As Iceland takes the lead in embracing air fryer cooking, other supermarkets are encouraged to follow suit. Utilita invites industry players to leverage their “cost to cook” research and contribute to the collective effort in reducing energy consumption.

The survey conducted by One Poll included 2,000 UK adults and took place between May 5-15, while Censuswide surveyed an additional 2,000 UK adults between June 12-14.

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