Frozen has plenty going for it as a category. Viewed as wholesome with low waste appeal, consumer demand is there but the brands aren't. The uninspiring reality of frozen aisles – dark and muted premium products, general brand sameness, condensation and frosty packaging – presented a golden opportunity to make a lasting impact and take the compromise out of frozen.

Of course, the main advantage of frozen is convenience, which ultimately inspired our strategy of empowering people to spend less time in the kitchen and more time enjoying life. From this, we created the name ‘Gourmade’, developed the mission and strapline ‘Live more. Cook less’, and designed a joyful brand identity packed with warmth, personality and homemade appeal.