Potatoes are a staple in British people’s diets and frozen potato products in particular make up the bulk of products showcased in the frozen aisles of food retail stores. According to Circana, sales in the 12-month period ending August 2025 stood at £1.0bn. While this figure hasn’t changed compared to the previous year, the category surged significantly by around 10% in 2023-24.
“Consumers have stuck with that higher level of spending,” pointed out Sarah Jones, national account manager for Lamb Weston. “Potatoes alone account for around 14% of all frozen food sales in the United Kingdom, underlining their importance to the market. It is estimated to be worth US $68,412.6 million in 2025, and is expected to reach US $120,224.5 million in 2035, a global growth rate of 5.8% CAGR over 2020 to 2035.”
The rising demand for convenience foods and ready-to-cook meals has fueled the frozen potato category, as has the growth of the fast food industry. According to Future Market Insights, demand is estimated to grow at a rate of more than 5.8% across the world.
Current Trends
The classic family favorites, like chips and roast potatoes, continue to dominate the segment. However, there is rising interest in products that offer a twist on these staples, with flavored coatings and premium mash options proving popular.
“Retailers and brands are also finding success with formats that allow people to recreate a restaurant-style experience at home, without the preparation time or food waste that comes with fresh alternatives,” said Mohammed Essa, commercial director for Aviko UK & Ireland.
Reflecting what’s on high street menus and consumers’ interest in world flavors, innovation has resulted in new products being introduced that feature hot and spicy options. Aviko, for example, has developed a range of recipes to help operators meet this demand for bold flavors and comfort food classics. It has introduced Kimchi Cheese and Prawn Tots and Korean Fried Cauliflower Loaded Fries, which keep restaurant menus on trend. Another recipe being promoted is Loaded Fries Pulled Veggie Sensation (pictured above), featuring SuperCrunch fries, pointed cabbage, carrot julienne, onions, chicken, sweet chili sauce and other ingredients.
“Thanks to the rise in ASMR content on social, there’s also been a growing focus on food with crunch, according to Lumina Intelligence. There’s never been a better time to add crispy potato products to their menus,” said Essa. “There’s been a renaissance of hot food on the go, and food-to-go operators have been getting more creative this year, finding ways to premiumize potato offerings with modern twists – combining comfort food with on-trend flavors.”
Premium Options
Innovation in the frozen potato products segment has focused on raising the bar when it comes to the quality and variety of products. For example, at this year’s Frozen Food Awards event organized by the British Frozen Food Federation (BFFF), Marks & Spencer struck gold in the potato category with Hash Browns, praised by judges for its flavor and consistency. Silver went to Jamie Oliver Garlic & Rosemary Baby Potato Quarters from What’s Cooking?
“This demonstrates how the market is moving toward seasoned, ready-to-cook options that feel special enough for the dinner table,” said Rupert Ashby, chief executive of the BFFF. “The bronze award went to Iceland’s Cathedral City Our Cheesy Hash Brown Pockets, an indulgent product that shows how potatoes can be adapted to meet the demand for comfort food with a twist.”
Ashby added: “These examples highlight the sector’s direction – familiar products reimagined with new flavors, formats and textures designed to keep frozen potatoes exciting while continuing to deliver unbeatable convenience.”
Also new to the market is Aviko’s Mozzarella Bites. These cheesy treats are presented as a “fantastic addition” to menus for on-the-go shareable snacks, or as an add-on side dish.
“All Aviko offering are designed with operators and consumers in mind – with the desire for more natural looking and rustic products that not only look great, but taste delicious,” said Essa.
According to Lamb Weston, there are several structural trends shaping today’s market, such as value-conscious indulgence. Although consumers remain price-sensitive, indulgent comfort dishes with contemporary twists, such as loaded fries or nostalgic formats, are thriving.
Rise of ‘Snackification’
“Operators and consumers are also embracing efficiency through air fryer cooking and one-pan dishes, which in turn drives the rise of ‘snackification’ with potato bites and small-plate formats,” explained Jones. “We’re also recognizing a digital shift where wholesalers and operators are increasingly using digital platforms, e-loyalty schemes, and targeted promotions to streamline ordering and drive loyalty.”
Aviko’s latest launch, Premium Crunch Skin On Fries, meets current demand for elevated food-to-go offerings. Dubbed “Fries with Flava,” this new product pairs premium potatoes with a light coating of Aviko’s signature gluten-free batter for a satisfying crunch.
“The delicious natural potato taste shines through,” said Essa. “With research from Lumina Intelligence showing that over 76% of consumers are happy to pay more for higher quality menu items, Premium Crunch Skin On Fries complement food-to-go options like loaded fries, and street food trends like smash burgers.”
McCain Foods UK, Britain’s leading producer of value-added frozen potato products has introduced a number of innovative new products during the past year.
Offering a new take on crisps, McCain’s Vibes are fluffy like a chip on the inside and crispy like a crisp on the outside. Available in leading supermarkets, they come in three flavors: Firecracker Chilli, Mango and Lime Chutney, and Salt and Malt Vinegar.
McCain has also launched Deep Ridge Slices for the foodservice sector, featuring SureCrisp technology. These potato slices are designed to hold bold flavors and stay crisp for up to 20 minutes in a closed delivery bag. The product can be served as a side or loaded with toppings for a customizable dish.
Supporting Sales
Manufacturers are supporting foodservice wholesalers’ sales by aligning with operator needs and dialing up POR messaging.
“Margin is the number one decision factor for operators, so highlighting profitability in digital promotions and media will help engagement,” said Jones. “Category inspiration offers operators inspiration with recipe ideas such as loaded fries, seasonal potato specials and cross-category pairings (e.g. pairing frozen fries with global spice blends) to encourage up-sell.
“Lamb Weston works collaboratively with operators to supply quality potato products as well as supporting them with insights, menu inspiration and consumer trend guidance. For example, we co-develop seasonal loaded fry recipes and highlight global flavor applications that can help operators stand out on a crowded high street. Our aim is to provide solutions that drive efficiency in kitchens, enhance profitability and support outlets in meeting consumer expectations for both indulgence and price.”
The brand’s most recent reimagining of the classic fry was “Frenzy Fries,” which were designed to stand out from the crowd to help foodservice operators create memorable food experiences. These “perfectly imperfect” fries come in a variety of shapes and sizes and boast a 20-minute hold time, making them ideal for all sorts of street food options.
With the continuation of innovation entering the value-added potato products market, the strong appeal of frozen offerings is set to continue.
