Finally, the working day is over and it’s time to put your feet up. There is an appetite for something tasty, but not necessarily the time or inclination to spend ages in the kitchen. It is a familiar picture in households where work, family and free time all compete for attention. What people want is food that is quick to prepare, dependable and, above all, delicious. Little wonder, then, that the air fryer has become such a hit. Now a fixture in millions of homes, it is also influencing the frozen food shoppers choose. Frostkrone Food Group recognised its potential early on and has spent years developing finger food and snacks with air fryer preparation in mind.
Recent consumer surveys underline just how firmly the air fryer has become part of everyday life. Most owners use it during the week to get an evening meal on the table quickly. Many also reach for it at weekends, whether for a relaxed night in front of the television or when friends drop in unexpectedly. And the habit is growing: consumers are using their air fryers noticeably more often than they did a year ago, and many expect that to increase further.
Finger food, snacks and pizza pockets are among the products air fryer users buy most often. But convenience alone is not enough. The food has to deliver when it comes out of the fryer: crisp, appetising and every bit as tasty as shoppers expect. Get that right, and they are far more likely to put it in their basket again.
A Range Shaped Around What Shoppers Want
Frostkrone Food Group recognised this change in eating habits early and has tailored its product development accordingly. Its finger food and snacks have been tested for reliable results in air fryers for years, while new recipes are created specifically for this method of cooking. That means looking beyond flavour alone: portion sizes, texture and the way each product cooks all play their part. The aim is food that is easy to prepare, turns out consistently well and delivers on taste. “People who use an air fryer regularly want to make everyday life easier. But that does not mean they are prepared to compromise on the result. The food still has to look good, taste good and meet their expectations of quality,” explains Andrea Kahl, Head of Marketing at Frostkrone Food Group. “They want to create little moments to enjoy with family and friends. That calls for a good choice of products in one convenient, all-in-one format.”
Alongside its already extensive selection of finger food and snacks, Frostkrone also offers a dedicated air fryer range. Each box brings together a choice of varieties with a matching dip, making it easy to serve something different and share the enjoyment. The Spicy Box, for example, pairs Nacho Cheese Jalapeño Bites with Hot Mozzarella Sticks.
A Real Opportunity for Retailers
For air fryer products to make their mark on the shelf, shoppers need to be able to spot them
quickly. Many are already looking out for products that are suitable for their air fryer. That is why Frostkrone Food Group highlights them on pack with a clearly visible icon and straightforward cooking instructions. It is a simple service for shoppers, and one whose value is also borne out by market research.
The point of sale is still where shoppers discover many new products and ideas. Give air fryer products a more prominent place and retailers can encourage extra purchases while bringing fresh interest to the frozen food category as a whole. A dedicated section in the freezer aisle, or a corresponding filter in the online shop, makes it easier for customers to find just what they are looking for.
The next snack inspiration may well come from a quick scroll through social media. Air fryer recipes and clever cooking tips are spreading rapidly on TikTok and Instagram, and shoppers often want to try the products they have seen online. Retailers can turn that interest into in-store action and show the many ways the products can be enjoyed. Short recipe videos, QR codes on shelf edges linking to preparation ideas, and suggestions for different occasions can all help bring that versatility to life.
Growing Together
For the air fryer trend to deliver lasting growth for the frozen food category, retailers need a partner who understands both the market and the people shopping in it. Frostkrone Food Group supports its retail partners with innovative products and local operations in Germany, the UK, France and the USA. This gives the group an international perspective, backed by a close understanding of regional tastes and preferences. Local contacts work alongside retailers to put together the right range for each freezer aisle, taking account of the target audience, available space and the occasions shoppers are buying for.