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Fieldfare broadens offering with sweet and savoury additions

Posted: 4 March 2024

By Tanwen Dawn-Hiscox

Fieldfare calamari

Fieldfare has introduced a raft of new products to kick off the year, consisting of three desserts and three savoury dishes. 

The first sweet item is a classic French Apple Tart, which consists of 14cm-wide layered caramelised apple slices on a puff pastry base, retailing at £3.99 apiece. Joining it are lightly battered Golden Apple Fritters (RRP 55p apiece), which managing director MattWhelan told FFD “are fantastic with a sprinkle of cinnamon or a little sugar”,  to be eaten at breakfast, brunch or as a dessert. 

Meanwhile, 160g portions of Fruits of the Forest Strudel – joining their apple-based counterpart – encase blueberries, redcurrants, blackberries, raspberries, sour cherries and apple in a thin, all-butter pastry (RRP £2.49). 

On the savoury side, the first addition is Crispy Calamari Rings (pictured right) – classically prepared squid rings coated in panko breadcrumbs, given an RRP of £2.20 per 100g. Then comes the Fieldfare Chicken Schnitzel, a take on the Viennese classic with chicken breast instead of pork, for £3.49 apiece. This is also coated in panko breadcrumbs, “so both this and the calamari get really crispy in the oven, in contrast with the delicate, tender chicken or calamari”, Whelan said. 

Finally, Herby Parmentier potatoes are back after a brief hiatus due to a supplier change. Whelan said the cubes of potato, coated with garlic, basil and parsley, make an excellent side in the warmer months – for example, paired with a salad and a tart, or with a barbecue. The potatoes have an RRP of 58p per 100g. 

This was the first of several rounds of NPD planned by the frozen food supplier this year. The next should come in the second half of 2024. Whelan told FFD that by diversifying its portfolio, the company hopes to appeal to consumers indulging at home rather than eating out, by giving them more choice.

“Our offer is really useful for those people that just want fewer than a pack of four. We’ve been very aware of that in our target market,” he said. The amount of effort to prepare dishes is also a factor, he added, as “you just wouldn’t get around to making certain things for one”.

This article first appeared in the March 2024 edition of Fine Food Digest .