The rebrand is part of a wider modernisation of the federation, which is a response to changing member needs and priorities and follows extensive consultation.

Harry Hinks, digital membership and marketing manager, said: “The way our members work and communicate is rapidly changing and coronavirus has only increased the speed of the digital transformation many of them are going through.

“In response, we have created this exciting new platform to support the frozen food industry with high frequency information and multiple methods of communication. The BFFF has gone through a digital revolution over the last three months and we are now at the point where our members can utilise some of the great resources the team has been working so hard to prepare.”

The new website promises information efficiency, communication consistency and high-quality usability. Changes include regular webinars, a digital version of member magazine The Bulletin and a market data library. Kantar, the European Recycling Platform, WRAP and other experts will contribute to this feature, providing up-to-date, contextual industry data for members.

The BFFF logo has also had a major overhaul: its first in more than 20 years. The whole BFFF team was involved in the design process, which took two months to complete.

Mr Hinks added: “We wanted to retain the British element of the logo as we are so proud to support this country’s frozen food industry. We’ve gone for tones of blue rather than a single shade to reflect that the federation offers support at every step of the supply chain.

“Every aspect of the re-brand and digital-first approach has been done with one thing in mind; how we can best meet the changing needs of our members, and the frozen food industry as a whole. As we continue to work through these uncertain times we are confident the BFFF will continue to be a valuable source of information and guidance.”