Bargain Booze is expanding its frozen food offering in 2013 after reporting record sales growth from the category last year.
The off license and c-store chain has experienced its fifth consecutive year of growth from the frozen category after broadening its convenience offering.
Strong performers across Bargain Booze’s 600-plus stores include ice-cream, potato products and pizza.
Keith Webb, acting managing director at Bargain Booze, said: “We have focused on a core range of competitively priced best sellers, in-store point of sale and promotions which have resulted in our strong performance within the frozen foods category.
“It is important for us to continue to provide shoppers with a choice of goods from brand leaders and also lesser known names so they have the freedom to shop within their budget.
“With household budgets tightening and frozen food being such a popular consumer staple, we recognised the demand for a range to fit in with people’s busy day to day to day lives.”
The frozen category is now worth £285m in the convenience sector, according to Nielsen figures.