Iceland trials ‘world’s first air fryer aisle’ as sales soar for the ‘energy saving cooking appliance’

Iceland is trialling the “world’s first air fryer aisle” which includes Greggs sausage rolls and steak bakes amongst hundreds of other food items.

This comes as more people are buying the “energy saving cooking appliance” to save money by not using their ovens.

Energy supplier Utilita revealed in a survey for Iceland that over the past five years, 46% of Brits have either bought an air fryer or someone has purchased one for the household, and around 44% who own one say they hardly use their ovens.

The survey also revealed that 72% of customers would like to see on the packaging instructions on how to cook the food items in the air fryer.

Richard Walker, executive chairman of Iceland Foods and The Food Warehouse, said, “We pride ourselves on knowing exactly what our customers coming through our store doors are looking for, matching their changing shopping trends with fresh ideas.

“Introducing the world’s first air fryer aisle at our Food Warehouse is another exciting example.

“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.”

Archie Lasseter, head of sustainability at Utilita, said, “Behaviour change plays a role in almost two thirds of emissions reductions, which makes Iceland’s dedicated air fryer aisle extremely valuable.

“By making it quicker and easier for households to select foods that can be cooked in an air fryer, Iceland is helping us to avoid the power-hungry oven.

“At Utilita we are extremely motivated by Iceland’s efforts to help its customers use less energy, and we continue to invite other supermarkets to follow suit, using our cost to cook research.”