Spice experts Schwartz are celebrating the launch of the UK’s first National Air Fry Week, running from today until 25 January.
The event builds on the air fry category’s fast-growing momentum, uniting leading brands including Tefal and Frylight to “empower consumers to explore new flavour combinations while saving time, energy and money,” Schwartz said.
With air fryers now the third most-used kitchen appliance, the new National Air Fry Week unites Schwartz with brands to help retailers maximise this high-growth category, driving incremental sales across aisles, from frozen foods to herbs and spices.
The event centres on Schwartz’s Air Fry Seasonings range, specially designed for air fryer cooking. Top sellers like Bangin’ Chicken and Cheezy Chips deliver gourmet results in as little as 12 minutes and have also helped recruit younger and first-time cooks to the category.
Recent data shows the range alone has driven 20% incremental shoppers into the seasonings category, underscoring that convenience and bold flavour are key drivers of spontaneous dining.
Caroline Lesur, marketing director at supplier McCormick UK, said: “For many households, January is one the busiest months of the year and National Air Fry Week celebrates how maximum flavour can be achieved with minimal effort.”
Schwartz will also be executing an integrated consumer campaign including distributing 70,000 free samples, influencer partnerships, live ‘cook-ups’ on the Flavour Vault TikTok channel and nationwide competitions. These include the chance to win a £5k kitchen makeover.
The company is also working closely with many of its retail partners to deliver high‑impact in‑store activations and digital support that will further bring the event to life on shelves and ensure that it is driving traffic both in store and online.
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