Interviewee: Emiel Lommen, Global Commercial Director, Frostkrone Food Group
From Product to Occasion: Turning Snacking Occasions into Sales
Seasonal celebrations, major sporting events and social gatherings are creating more opportunities for consumers to enjoy frozen finger food. From Halloween and Christmas to New Year’s Eve, the Super Bowl and the BBQ season, these occasions can trigger specific purchasing moments and give retailers new ways to bring the frozen category to life.
At the same time, the popularity of sharing food, international flavours and easy preparation is changing the way consumers approach snacking. The growing use of air fryers is adding another dimension, making frozen snacks even more convenient for everyday and social occasions.
We spoke to Emiel Lommen, Global Commercial Director at Frostkrone Food Group, about how changing consumer habits are shaping the frozen snack category and how retailers can turn these trends and occasions into meaningful opportunities at the point of sale.
ISN 1. From Halloween and Christmas to New Year’s Eve, the Super Bowl and BBQ season, different occasions create different food and snacking needs. How can retailers use these moments to plan, promote and refresh their frozen finger food ranges?
People rarely buy finger food without having something in mind. It might be a Halloween get- together, a Christmas buffet, a New Year’s Eve party or simply friends coming round to watch the football. For retailers, each of these occasions is a chance to put together a well-chosen frozen range, create eye-catching promotions and give shoppers a reason to add something extra to their baskets.
With household budgets under pressure, occasions worth celebrating can feel all the more important. People still want to make those moments special. Seasonal favourites and a changing line-up of products can help retailers tap into that feeling, keep the frozen aisle interesting and encourage shoppers to discover something new.
Take Halloween. Our Green Zombie Eyes and monster-themed Chilli Cheese Nuggets are made to stand out, both in the freezer cabinet and on the party table. They are the sort of snacks that get people talking. We also work closely with our retail partners to choose the right products for seasonal promotions and other occasions. Keeping the range fresh, with new ideas and changing highlights, gives shoppers fresh reasons to buy and makes finger food an appealing choice throughout the year.
ISN 2. Consumers across Europe are increasingly embracing sharing and social snacking. How is this changing the way frozen finger food should be presented and communicated in the retail environment?
Sharing has become part of the way we eat, rather than just another passing trend. People want food they can prepare without fuss, put together in different combinations and pass around the table. That is where finger food comes into its own. At Frostkrone Food Group, our range covers cheese, vegetables and meat, as well as vegan options, so there is plenty of choice for different tastes. The appeal is not about spending hours in the kitchen. It is about good food, variety and enjoying the occasion together.
Retailers can make that choice easier. Shoppers should be able to spot which snacks go well together and picture the selection they could serve at home. Straightforward cooking instructions, including preparation times, also make it easier to plan.
We think about sharing long before a product reaches the freezer. Our Pizza Snack Box, for instance, brings pizza pieces, finger food and two dips together in one pack. Cheesy Loops, weighing around 14 g each, are just right for passing around. Appearance matters, too. Unusual shapes and striking colours look great on a buffet and make snacks particularly tempting to photograph and share on social media.
There is an opportunity for retailers to tell that story beyond the freezer aisle. Apps, online shops and social media can show shoppers how to turn a few packs of finger food into an evening with friends, using serving suggestions, pairing ideas and inspiration for different occasions. Instead of simply choosing individual snacks, customers can start imagining the occasion they will share.
ISN 3. Frostkrone continues to develop snack products around emerging trends and occasions, including country-inspired concepts and products designed specifically for the air fryer. How does an initial trend or consumer insight eventually become a product on the retail shelf, and what role do retailers play in this development?
Our development teams are always watching what is happening in the market, often picking up on new ideas before they become widely established. Those early signals can lead to entirely new finger food formats and snack concepts. Because we can work flexibly with different ingredients, we are not tied to one particular raw material when responding to a trend. Each year, we develop more than 100 product ideas, and over 40 of them make it to market.
For us, the question is always what finger food could do next. It needs to be easy to prepare, work for different occasions and fit into everyday life, but it should still offer something people genuinely look forward to eating.
The UK is one of our key markets. We have been active there for many years, and our close relationships with retail partners give us a real feel for local expectations. That experience helps us respond to what different shoppers are looking for.
Many of our ideas take shape in direct conversation with retailers. We look at the range they already offer, the customers they want to reach and the price point they need to achieve. After all, retailers know their shoppers better than anyone, and that insight is an important part of
developing products that sell.
ISN 4. Flavours inspired by different countries and cuisines can bring freshness and variety to the frozen category. What factors does Frostkrone consider when deciding whether a particular flavour or concept could appeal to consumers across several markets?
Three things matter most: a flavour idea that people in different countries can relate to, room to adapt it to local preferences and a format that makes sense in each market.
We like to introduce flavours from around the world without losing the familiar elements that make a snack inviting. People are curious about new tastes, but they also want some idea of what they are biting into. Getting that balance right means offering a little adventure without making the combination feel too unfamiliar.
Our international development teams are a real advantage here. Colleagues in Germany, France, the UK and the USA work together from the outset, bringing first-hand knowledge of their markets to the table. That means we can assess early on which flavours, ingredients and formats will travel well and where adjustments would help. It might be the level of heat, for example, or the size and weight of a snack, both of which we can adapt to our customers’ requirements.
Some ideas begin with a distinctly regional flavour. Our new Alm Bites, with their Alpine inspiration, are one example. Yet a snack rooted in a particular food tradition can still find fans abroad, especially when that tradition feels familiar to consumers in other markets.
In the end, the food has to deliver on taste, feel right for the market and have a character of its own.
ISN 5. Air fryers have become an important part of how consumers prepare frozen food at home. How is the continued growth of air frying shaping Frostkrone’s product development, and what can retailers do to highlight the convenience and versatility of air-fryer products more effectively in-store?
It has not taken long for the air fryer to become a fixture in many kitchens. Finger food and snacks are particularly well suited to it, and consumers are increasingly choosing to cook them this way. For many shoppers, the promise of something quick, easy and reliably good is now a powerful reason to buy.
We spotted that shift early and have been adapting our finger food and snacks specifically for the air fryer. Flavour is only part of the picture. Portion size, texture and how a product behaves during cooking all matter if it is to come out just right, time after time.
Our autumn and winter launches add some particularly tempting flavours. Truffle Mac & Cheese brings together Italian pasta and a creamy filling of mature Cheddar, Mozzarella and cream cheese, finished with truffle oil and real black summer truffles.
Our finger food range is also made with easy air fryer cooking in mind. With different varieties and a dip together in one box, there is plenty to choose from and share. The Spicy Box, for example, combines Nacho Cheese Jalapeño Bites with Hot Mozzarella Sticks.
Retailers can help shoppers find these products without having to hunt for them. A dedicated air fryer section in the frozen aisle, or an air fryer filter in an online shop, would be a useful start. Clear labelling on the pack, together with simple guidance on cooking temperature and time, gives people the confidence to choose the right snack.
There is more to show shoppers than just how to cook the products. Short recipe videos, QR codes linking to preparation ideas and suggestions for different occasions can all help bring their versatility to life.