Iceland has become the first supermarket to launch an aisle dedicated to air fryable foods.
The aisle, featuring 250 plus products, aims to meet the soaring demand from customers 'driven by the explosive surge' in air fryer use.
With more and more households turning to the energy-saving devices to keep bills down, the frozen food giant has already started including air fryer cooking instructions on many of its products.
Read more: Join the FREE Manchester Evening News WhatsApp community
The aisle features popular products including Greggs Sausage Rolls, Aunt Bessie’s Bacon Chicken Crown, fries, fish and a whole lot more.
Iceland's pilot - at a Food Warehouse store in Charlton, London - is in partnership with energy supplier Utilita as part of the Shop Smart, Cook Savvy campaign and if successful is likely to be rolled out nationwide.
The findings of the campaign, including that 46% of Brits have either personally bought an air fryer, or someone in their household has in the last five years, served as the catalyst for the pilot air fryer aisle.
Richard Walker, executive chairman of Iceland Foods & The Food Warehouse said: "We pride ourselves on knowing exactly what our customers coming through our store doors are looking for, matching their changing shopping trends with fresh ideas.
"Introducing the world’s first air fryer aisle at our Food Warehouse is another exciting example. As the popularity of air fryer cooking grows, this aisle will give customers easy access to products that work perfectly in this time and energy saving cooking appliance.”
Utilita Energy’s latest research has revealed the average annual saving when switching from an electric cooker to an air fryer is £80.50.
Archie Lasseter, head of sustainability at Utilita, said: “The popularity of the air fryer is something we should all celebrate as a nation - this simple shift from one cooking appliance to another is helping households to reduce their cooking-related carbon emissions substantially.
"Behaviour change plays a role in almost two-thirds of emissions reductions, which makes Iceland’s dedicated air fryer aisle extremely valuable. By making it quicker and easier for households to select foods that can be cooked in an air fryer, Iceland is helping us to avoid the power-hungry oven.
“At Utilita we are extremely motivated by Iceland’s efforts to help its customers use less energy, and we continue to invite other supermarkets to follow suit, using our cost to cook research.”
Have you saved money by switching from an oven to air fryer? Would you welcome a dedicated air fryer aisle? Let us know in the comments?
READ NEXT:
