The British Frozen Food Federation (BFFF) has launched a new digital campaign, designed to drive growth in the frozen food category this Christmas.

The BFFF estimates that the frozen category is worth £8.6bn in the UK. The aim of the new promotional initiative, ‘Fresh From the Freezer’, is to grow this figure and inspire consumers with a series of six short films, showcasing meals that can be made using frozen ingredients.

The six-month campaign is expected to reach more than three million consumers and will be promoted across a number of social media channels.

Commenting on the members-funded initiative, BFF chief executive John Hyman, said: “The videos showcase amazing looking, and surprising food that’s made fresh from the freezer, smashing the myths that frozen is inferior in quality and appeal to fresh.

“This is another sign of confidence in the frozen food market which has remained the most buoyant part of the grocery sector. In the last 12 months, frozen has achieved a market growth of 5%, putting frozen foods ahead of both chilled and ambient.”

He added: “Our members continue to innovate, add premium quality products and build awareness of the convenience and reduced food waste that frozen delivers. We’re confident these factors will continue to drive growth supported by our new campaign.”