Pack'd Expands Frozen Fruit Portfolio with Organic Pomegranate Launch at Ocado

Organic frozen food producer Pack'd has announced a strategic expansion of its fruit portfolio, introducing Organic Frozen Pomegranate.

The launch targets the "convenience nutrition" segment, addressing the practical challenges consumers often face with fresh pomegranate, specifically preparation time and short shelf life. The product has secured an exclusive listing with online grocer Ocado, scheduled to go live on 27 January.

Convenience and Waste Reduction

Pack'd positions the frozen format as a direct solution to food waste in the fresh produce category. Pomegranate seeds are typically sold fresh with a limited shelf life or require laborious preparation to deseed.

By freezing the fruit at peak ripeness, Pack'd aims to preserve both flavour and nutritional value while offering a ready-to-use alternative. The pourable format allows consumers to portion exactly what they need, significantly extending the viable storage time compared to fresh variants found in the salad aisle.

Key Product Attributes:

Sourcing: 100% Organic Pomegranate.
Format: Frozen loose seeds (arils) for portion control.
Usage: Suitable across sweet and savoury applications, including breakfast bowls, smoothies, salads, and cooked dishes.

Katy Hamblin, Director of Marketing at Pack'd, commented on the consumer insights driving the launch:

“With the launch of our Organic Frozen Pomegranate, we’re leaning into the increased interest in this fruit, making it easier than ever for consumers to enjoy this nutritious ingredient without the prep, while still maintaining the quality, taste and nutritional benefits you’d expect from fresh fruit. This product is often sold in the salad aisle with a relatively short shelf life, but our frozen format offers a more convenient and longer lasting alternative.”

Hamblin added that the release underscores the brand's commitment to "healthier every day choices" by removing friction from the preparation process.