The Rise of Farmfoods: A Budget Supermarket for Middle-Class Shoppers
In the UK, Farmfoods has quietly built a significant presence in the supermarket market. With more stores than Waitrose and a yearly turnover exceeding one billion pounds, it holds the position of the second-largest frozen food retailer in the country, trailing only Iceland. Despite this, many people have struggled to name the brand until recently. Now, however, Farmfoods is becoming a go-to destination for middle-class mothers seeking affordable groceries during the ongoing cost-of-living crisis.
The budget-friendly store operates 340 locations across the UK and has managed to carve out a unique niche by appealing to shoppers who are looking for value without compromising on quality. This includes a growing number of social media ‘mumfluencers’ who now supplement their purchases from more upscale retailers like M&S and Waitrose with deals from Farmfoods.
Unlike its competitors, Farmfoods doesn’t offer cafes, shop windows, or loyalty schemes. It also has a limited advertising budget. However, its popularity is evident on platforms like Instagram and X, where customers share their experiences and highlight the store’s affordability and variety.
What Makes Farmfoods Stand Out?
Farmfoods offers a range of products that cater to middle-class tastes, often at significantly lower prices than other supermarkets. Here are some of the standout items:
- Frozen Salads: Options like Superfood Chicken Salad, Pesto Chicken Pasta Salad, and Greek Feta Pasta Salad are available in bundles. These salads were highly praised online and even won awards in the 2025 Grocer New Product and Packaging Awards.
- Salmon Fillets: 1kg packs of Wild Salmon fillets can be purchased for £9.99, while four-packs of Signature Sockeye Salmon are priced at £3.99.
- Frozen Meat: The store stocks chicken breasts, chicken tikka, BBQ ribs, whole legs of lamb, and branded items like Richmond sausages.
- Desserts and Snacks: Tubs of Ben & Jerry’s ice cream are available for £1.99, along with frozen shortcrust and puff pastry, king prawns, and toffee and vanilla ice creams.
Beyond frozen goods, Farmfoods also offers bargains on non-food items such as Yankee candles and Garnier hair products. Shoppers have praised the store for its wide variety of items, including healthy nuts, seeds, tinned beans, pulses, and boxes of medjool dates.
Customer Experiences and Testimonials
Many customers have shared positive experiences with Farmfoods, highlighting the affordability and quality of its products. One customer wrote: “Farmfoods literally saved me and my family, the prices are so much cheaper than Tesco and Asda and there’s such a variety of different foods and sweets! I’m so grateful that there’s a Farmfoods literally five mins in the car away from me!”
Another shopper revealed how Farmfoods helped her get out of £30,000 of debt. She admitted she used to look down on frozen food but now relies on it for its affordability. “I buy my tins, teabags, condiments, and frozen fish and veg at Farmfoods now,” she said. “It’s the middle-class shopper’s secret.”
The Ownership and Growth of Farmfoods
Farmfoods is owned by Eric Herd, who has played a key role in expanding the chain. Alongside his brother Gordon, he inherited the business from their father and grew it from 31 stores in 1988 to the current 340 locations. The company is based in Cumbernauld, North Lanarkshire, and has undergone several changes over the years to attract a broader customer base.
In 2009, Herd initiated a store overhaul to appeal to middle-class shoppers. This included removing garish colors and replacing them with countryside scenes on marketing boards and shop signs. These changes have contributed to the store’s growing reputation and appeal.
As the cost-of-living crisis continues, Farmfoods is proving to be more than just a budget option—it’s a smart choice for shoppers looking for value, variety, and quality. Whether it’s for a quick grocery run or a special treat, the store is becoming an essential part of many households’ shopping routines.
