Iceland has unveiled a ‘world-first’ supermarket aisle dedicated to food designed to be cooked in air fryers, as sales for the modern kitchen gadget have surged in recent months.
The air fryer aisle is part of a trial at one Food Warehouse store in London, according to The Daily Mail.The specialist aisle will have approximately 287 items, consisting mainly of frozen foods, alongside instructions on how to cook it in the air fryer.
Consumer research company Which? found that around 46% of households have bought an air fryer in the last five years, and 44% of owners are using their ovens less. Over half (57%) of respondents said they use air fryers multiple times a week, with 20% using it every day.
Additionally, more than two in three (68%) claim that affordability was the primary reason for switching.
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Furthermore, Which? revealed that 72% of Brits would like to see air fryer cooking instructions on food packaging.
Iceland is working on including these instructions across a wide variety of food ranges, and has already begun making changes across 300 food items.
Iceland executive chairman Richard Walker said.”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.”
In April, Iceland launched a new selection of savings across its frozen meal ranges, such as a 3 for £10 offer on frozen fish, making it easier for customers who are feeling the squeeze on their household budgets.
