About the New Ice Age

These days, freezing is a familiar process and it is closer to being a 'natural' food than some of the alternatives which can use additives to preserve them. Frozen food delivers all these important benefits...

• Food is frozen at its peak of quality - locking in freshness, taste and those all-important nutrients and minerals
• Freezing is a natural process - with frozen food there's no need for the preservatives which are found in chilled, ambient (room temperature / not temperature controlled) or 'fresh' foods
• It's good value for money - frozen food doesn't go off, so it won't end up in the bin nearly as often as its 'fresh' equivalent
• Freezing is convenient - making seasonal products (like frozen summer fruits, types of fish etc) available all year round
• Freezing lets you use as much or as little as you want - frozen food cuts waste and helps you manage portion sizes

The New Ice Age will show you the many ways frozen foodscan be incorporated into your family's lifestyle - however busy,however budget conscious and of course however much of a foodie youare. Welcome to The New Ice Age and all the truths behind frozen foods!

These photos were taken at our launch event where we created a stunning wall ofice on London's Southbank by the river Thames. We encased hundreds ofdelicious food items in ice to show people the beauty of frozen food. From lobster to pizza and from asparagus to cake – everybody marvelled at the beauty of frozen foods.

Clickhere to see our ice wall at the Festival Hall.