The British Frozen Food Federation (BFFF) announced the winners of its 2025 Frozen Food Awards during its annual ceremony held on June 19, with a strong showing from Belgian processor Agristo and major UK retailers in the potato product categories.

Celebrating innovation and product excellence in both foodservice and retail, the BFFF Frozen Food Awards are among the most respected distinctions in the UK frozen sector. Judged by independent consumer and expert panels, the awards recognise best-in-class frozen food offerings across multiple categories.

In the Foodservice segment, Agristo secured a clean sweep in the potato product categories. The Gold Award for Best New Side/Vegetable went to Marco Pierre White Potato Loops, developed by Agristo in collaboration with the renowned British chef. In the Best New Potato Product category, Agristo’s Koffmann Chef’s Chunky Chips claimed the Gold, while its Koffmann Chef’s Roast Potatoes earned Silver. The Bronze was awarded to Proper Coated, Skin-on Chunky Chips 18mm, a product by Hoppers, co-packed for the foodservice sector.

Retailers also posted notable wins in the potato segment. Marks & Spencer took Gold in the Best New Potato category for its Hash Browns, while Jamie Oliver Garlic & Rosemary Baby Potato Quarters — manufactured by What’s Cooking under the Jamie Oliver brand — received Silver. Iceland earned Bronze for its Cathedral City Our Cheesy Hash Brown Pockets, combining its frozen expertise with one of the UK’s most recognisable cheese brands.

In the Best New Kids Product category, Morrisons was recognised with a Silver Award for its playful Teddy Shapes, highlighting the ongoing push toward child-friendly innovation in the frozen aisle.

According to the British Frozen Food Federation, “The BFFF Awards celebrate quality, innovation, and creativity in frozen food development.” The Federation noted a particularly strong year for vegetable and potato-based entries, reflecting both evolving consumer tastes and continued investment by producers in recipe and format development.