From Tokyo to Tijuana, in your frozen aisle

Across categories, spices are leading the taste revolution. From the scorching heat of Middle Eastern and South Asian dishes, to the umami-rich notes of East Asia, and the smokiness of Latin America & the Caribbean. Spice things up? It’s expected. Fries, once the most classic of sides, are now stepping up to lead this movement. UK shoppers in particular are asking for more unique, globally inspired flavors they can’t easily recreate at home, which is why seasoned variants are moving from niche to necessary.

For retailers, these seasoned fries are more than yet another SKU: they’re a way to add real value to the frozen aisle. Their visible seasonings instantly stand out in the freezer, catching the eye of shoppers who are looking for something beyond the ordinary. They also meet a clear need—1 in 5 consumers still want a better taste experience, with a call for more seasoned products—while UK demand skews toward bold, foreign-cuisine flavors that feel “not doable at home.”

Because shoppers are willing to pay more for these premium alternatives, the category grows in both margin and excitement. And with concrete interest already coming in for several of these flavors, it’s clear: the appetite is there.