Wirral frozen food supplier KP Frozen Foods launches what is claims are the first ready meals for air fryers under its MJ’s Diner brand, creating 50 new jobs. Tony McDonough reports
A frozen food supplier based in Birkenhead has launched what it claims are the first ready meals specifically designed for air fryers – and created 50 new jobs in the process.
This marks the latest stage in the reinvention of King Parrot Frozen Foods (KPFF) from a loss-making retail chain into a wholesale supplier. In 2022 owner Noel Davis closed nine retail outlets as he looked to transform the £5.5m-turnover business.
Now it has launched what it says is the first-to-market range of frozen ready meals developed specifically for the air fryer under its MJ’s Diner brand.
Already available in Farmfoods, Poundland and 300 independent retailers across the country, the convenient meal options offer a ‘fakeaway’ experience, with prices ranging from £1.99 to £2.49 per pack.
Noel plans to expand to sell to major retailers such as Home Bargains, Morrisons, and Sainsbury’s. He has more than 30 years’ experience in food manufacturing and distribution across several different businesses. They include KPFF and Oops! frozen food supermarket in St Helens.
In 2023, Lakeland’s annual sales figures showed that air fryer sales were up 1175% on the previous year with more than 12.5m UK households now owning an air fryer.
Noel identified a gap in the market. His idea was sparked over a meal with his three children Dara,18, Aoife,17 and Rory,15.
“During a discussion in which my family were championing air fryers and how many times a week they use them,” he said.
“It suddenly came to me that we have the perfect products, the development and distribution network, and the contacts to launch a range of air fryer ready meals.”
As demand rises, KPFF has expanded its operations, doubled its workforce by creating 50 new job opportunities in Birkenhead, and ramped up production to 350,000 meals per week to meet the needs of its growing customer base.
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Noel added: “The new range fills a gap in the market for those seeking quick, tasty, and affordable meals without compromising on quality.
“It’s been designed to help those who are time-poor and want something that won’t blow their calorie count but is a quick, tasty, and cheap option for an evening meal or breakfast.
“With the rising popularity of air fryers, we’re thrilled to offer Brits a convenient solution for their culinary cravings.”