Let’s face it—nobody wants to eat food that lacks flavor, or worse, food that tastes great but costs an arm and a leg. At the end of the day, it all comes down to an intricate equation of quality, freshness, price, variety, and of course, convenience. Finding that perfect balance can seem like a daunting task, especially as consumers are becoming more mindful about what they eat and how their choices impact the environment.

The Challenges of Balancing the Equation: Quality, Freshness, Price, Variety, and Convenience

When it comes to food, the perfect balance between quality, freshness, price, variety, and convenience often feels elusive. Let’s explore each of these factors and the unique challenges they present in today’s food landscape.

1. Quality

In today’s food industry, mass production often sacrifices quality for quantity. To keep food from spoiling during long transit times, preservatives like sodium benzoate, nitrates, and sulfites have become the norm—now found in over 70% of processed foods. While they help extend shelf life, these additives dull natural flavors and strip food of its freshness. The quest for efficiency leads to bland, mass-produced products that may last longer but lack the vibrant taste and nutrients that real food should deliver.

2. Freshness

Freshness is a key selling point, but it’s tough to deliver. By the time “fresh” food hits the shelves, it’s often traveled hundreds, if not thousands, of miles—losing flavor and nutrients along the way. In fact, nearly 30% of fresh produce globally ends up wasted before it’s ever eaten, according to the Food and Agriculture Organization (FAO). For example, “fresh” seafood can be up to a week old by the time it reaches stores, and fruits like apples are often kept in cold storage for months.

So, what’s truly fresh? Here are some real examples:

 • Fish: Less than 48 hours from catch to plate.

 • Leafy Greens: Picked within 24 hours of sale.

 • Berries: Harvested and consumed within 3 days.

 • Milk: Less than 48 hours from cow to bottle.

 • Eggs: Laid within a week before purchase.

3. Price

Price is always part of the equation, and in today’s world, it’s hitting harder than ever. High-quality food comes with a hefty price tag, thanks to labor-intensive farming, organic certifications, and careful sourcing. On the flip side, cheap food floods the market—but at a cost to your health and taste buds. The race for affordability often means sacrificing quality, with processed, mass-produced products replacing wholesome, flavorful options.

Beyond that, our food distribution system adds hidden costs. We rely on supermarkets packed with endless rows of the same products, in a often off-putting environment - requiring staff, maintenance, and constant trips where we’re stuck asking, What’s for dinner? Ending up in often doing 1 of the 10 dishes we have on rotation. This setup isn't not only boring, it costs both time and money, making you wonder— There must be a better way...

4. Variety

Consumers crave variety—new flavors, global cuisines, and seasonal favorites. But the reality is, sourcing a wide range of fresh, high-quality products is harder than it seems. Many foods are bound by seasons, with limited availability based on the time of year or location. Trying to offer a diverse array of products year-round often means compromising on freshness or quality. Produce, meats, and seafood may have to be shipped long distances, losing their vitality along the way. And all of this variety comes at a price—both financially and in terms of sustainability, as the cost of transporting perishable goods across the globe adds to the environmental impact.

5. Convenience

Convenience is king in today’s world. We all want food that’s ready when we are, with minimal effort. But too often, the convenience foods we rely on come at the expense of quality and freshness. Pre-packaged meals and ready-to-eat options may save time, but they’re often packed with preservatives and lack the fresh, vibrant taste we crave and to a higher cost.

The Solution: Fresh Frozen as the Future

Now, imagine a system where you don’t have to sacrifice any of these factors—quality, freshness, price, variety, or convenience. A solution that locks in food at its peak, preserving both flavor and nutrition, without the need for preservatives or long, wasteful supply chains. This is where Fresh Frozen emerges as a game-changer.

Fresh Frozen food is preserved at its absolute freshest point—whether it’s fish straight from the dock or cinnamon buns pulled warm from the oven. By freezing food immediately after it’s made, caught, or harvested, we lock in the taste, texture, and nutrients in a way that traditional preservation methods just can’t match. No additives, no preservatives—just pure, delicious food as nature intended.

Take our cinnamon buns, for example. Flash frozen straight after they come out of the oven, they retain all the flavor, warmth, and softness of freshly baked goods. When you’re ready, you can pop them in the oven or leave them to thaw, and they’ll taste just as fresh as the day they were baked. This kind of freshness is hard to find even in-store, where baked goods quickly lose their charm after just a few hours on the shelf.

One of the biggest advantages of Fresh Frozen is the dramatic reduction in food waste. Globally, around one-third of food produced for human consumption goes to waste, largely due to spoilage. By freezing food at its prime, we extend its shelf life without sacrificing quality, making sure that food doesn’t end up in the trash before it’s used. Whether it’s seafood that spoils in days or fresh produce that wilts before you can finish it, Fresh Frozen ensures that none of this potential is wasted.

Moreover, Fresh Frozen cuts out the middlemen. We work directly with producers, whether it’s local farms, fisheries, or artisanal bakeries, to freeze products immediately at their peak. This reduces the need for lengthy transportation and multiple handling stages that drive up costs and lower quality. With fewer hands involved, we streamline the process from farm (or bakery) to your table, delivering top-quality food at a lower cost.

And the best part? Fresh Frozen offers an unparalleled variety. Seasonal limitations disappear as flash freezing makes it possible to enjoy your favorite foods year-round—whether it’s Swedish cinnamon buns, summer berries, or wild-caught fish. Regardless of where you live or what season it is, you can always access high-quality, perfectly preserved food that’s ready whenever you are.

When it comes to convenience, Fresh Frozen is unbeatable. Imagine always having a freezer full of high-quality, nutrient-rich foods—like our delicious cinnamon buns—that are just as fresh as the day they were made. No more last-minute trips to the grocery store, no more food waste. Fresh Frozen gives you flexibility, variety, and top-tier quality without the typical compromises.

Fresh Frozen: How Does it Work?

Honestly It’s pretty simple. Fresh Frozen is all about locking in that just-picked, just-cooked goodness by freezing food at lightning speed. This rapid freezing process preserves the food's cellular structure and stops ice crystals from forming, so your food doesn’t end up with that much dreaded freezer burn or mushy texture. Instead, it stays as fresh and flavorful as the day it was made. Whether it’s fish, buns, or meat, Fresh Frozen keeps everything at its peak, ready for you to enjoy whenever you’re hungry. It keeps your food fresh and ready when you are.

Why choose Fresh Frozen?

1. Freshness and Food Safety

One of the key advantages of Fresh Frozen is its ability to lock in freshness at the molecular level. By freezing food rapidly, we inhibit the growth of microorganisms that cause spoilage and foodborne illnesses. This process preserves the taste, texture, and nutritional value of food, keeping it as close to its original state as possible. Unlike traditional freezing, which can lead to large ice crystals that damage cell structure, Fresh Frozen maintains the integrity of your food, ensuring it’s as delicious and safe as the day it was prepared.

2. Waste Reduction

Food waste is a growing global concern, with about one-third of all food produced going to waste. Fresh Frozen helps combat this issue by extending the shelf life of perishable items without compromising quality. By freezing food at its peak freshness, we prevent it from spoiling before it reaches your table, reducing the amount of food that ends up in the trash. This method not only saves you money but also contributes to a more sustainable and responsible way of consuming food.

3. Convenience of Price and Availability

Fresh Frozen also offers a practical solution when it comes to price and availability. Seasonal or hard-to-find ingredients can be preserved and enjoyed year-round, often at a lower cost than fresh counterparts. By buying in bulk and freezing, you can save money while also ensuring you always have your favourite ingredients on hand. Plus, the extended shelf life means fewer trips to the grocery store and less stress about food going bad before you have a chance to use it.

Overcoming the Stigma of Frozen Food

Frozen food often gets a bad reputation, with many people associating it with lower quality or less nutritious options. 

However, Fresh Frozen is changing that perception. By freezing food at its peak, we capture all the flavours, nutrients, and textures that make fresh food so appealing. 

In fact, in many cases, Fresh Frozen products can be fresher and more nutritious than items that have spent days or even weeks in transit to your local grocery store. For example countries like Switzerland have always had a problem offering fresh fish and seafood due to its geographical limitations. 

For fish to be considered truly fresh, it should be consumed within 24-48 hours after being caught. However, in most cases, it already takes more than one day for the fish to return from the ship to land. Then to transport them to for example from Sweden to Switzerland - takes around 48h. This makes it impossible for the fish to arrive truly fresh at any grocery shop unless it is flown in. The truth is that almost all fish and seafood sold at even the best grocery stores have been previously frozen and defrosted, sometimes even twice - once as whole fish then defrosted for processing, then frozen again as fillets. 

Because Fresh Frozen minimises ice crystal formation, it preserves the food's original texture and flavour, and the best part, you can be sure no one defrosted it before you! 

When thawed, Fresh Frozen products often taste almost as good as their fresh counterparts, making them a superior choice compared to traditionally frozen foods.We think it’s time to rethink what frozen food can be—a high-quality, convenient, and delicious choice premium, compared to the other choices available to us all.