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The industry emancipated a whole generation of women in the 60s from the days when a good cook was exhorted to rise early to complete their domestic chores before beginning the long and arduous task of food preparation. It evolved, not because of brilliant marketers, but through the simple process of freezing raw materials for later use, such as seasonal fruit and vegetables and spasmodic fish supplies.

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Cold Post-War Phenomenon Comes of Age

Variously described as the great kitchen chore liberator and an Aladdin's lamp, the post-war phenomenon of the British frozen food industry celebrates its 50th anniversary this year.

The occasion is marked in a book, published this month, charting the industry's history from the humble pea to futuristic technology beyond the Millennium.

From its pre-history in 1917 when the original Clarence Birdseye made a novel discovery on a fishing trip to Labrador, the industry's progress highlights the effects of demographic trends and lifestyle during the post-war years; through the swinging 60s; onto the birth of the consumer boom in the 80s and the health conscious 90s.

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Nature itself paved the way for Clarence Birdseye's contribution to frozen food when he discovered a quantity of fish left on the ice during a previous excursion. They appeared to be in perfect condition and subsequent cooking and eating confirmed it. The original commercially packed product, under the Birds Eye label, (the divided name of the founder) appeared in 1929, and the first retail-styled frozen food packs were launched in 1939.

During the War, UK development of frozen food simply stopped, unlike in the States where vast quantities of produce were frozen for the war effort.

After the War things began to change rapidly with the emergence of a dominant middle class, and consumer power was born. The seminal frozen food business set out to meet this challenge by moving with the times. The first 'documented' appearance of ready meals was in '53 in a meat & two vegetables format. They remained as novelties until 'boil in the bag' products, piloted by Birds Eye and Findus in the late 60s, first captured the public imagination with anything resembling today's meals.


The 60's

Victorian values gave way to the birth of convenience in the 60s and the emergence of new kinds of frozen food. Peas provided the first booming product area and everyone's favourite, chips took off when wholesalers saw the opportunity of a year-round continuous supply of frozen chips.

The development of individually quick frozen technology made it a liberator during this decade and frozen food began to spread more rapidly with the birth of the marketing of foods in branded packs which led to competition. This forced manufacturers to become ever more sophisticated in their use of marketing tools and the battle of the brand versus own-label began.

The turkey market was revolutionised in the early 60s with Bernard Matthews transforming the birds from luxury items, with breeding throughout the year and smaller birds for Easter.


The 70's

In the 70s, foreign holidays broadened British culinary tastes. Frozen foods responded by giving families a widening range of recipes every day of the week without the need to find the ingredients or special skills to cook them. Findus launched the product of the decade - crispy pancakes. During this time choice emerged, not simply between instantly recognised brands, but a newer and cheaper alternative - the retailers' own-label.

The 70s reached £1billion annual sales with room for even greater potential, driven by development of ever more versatile 'value-added' products: ready meals, pizza, coated and flavoured poultry, gateaux and the McCain Oven Chip produced initially for its convenience and later for its health benefits.

The biggest impact by now was the microwave, which unshackled new product development, and throughout the 70s a continuous roll-out of new products broke new ground. And a sea-change occurred with advances in freezing technology, which provided easy access to a variety of seafood from around the world.

The consumer market changed rapidly in the mid-70s with the emphasis shifting from bulk frozen foods for economy to small packs for convenience and variety. Against this background, the British Frozen Food Federation was established with the slogan: "You can be sure it's fresh...if it's frozen".

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厉害,国际关系的吗????

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