Mumbai: Long-held myths around frozen foods and air fryers are increasingly being challenged as Indian households adapt to faster-paced lifestyles and evolving cooking habits. Addressing common perceptions that frozen food is “opposite of fresh” or “only for emergencies,” and that air fryers are “not the best choice” or useful only for snacks, Godrej Yummiez and Stovekraft’s Pigeon Air Fryers have come together to launch a digital awareness campaign aimed at reshaping how modern Indian kitchens view convenience cooking.
Advancements in food technology have played a significant role in changing these narratives. Modern IQF (Individually Quick Frozen) technology helps preserve nutrients, retain natural flavours, and reduce food waste by allowing longer storage without additives. In fact, over 47% of European households now opt for frozen foods specifically to cut household waste. In India, trust is also rising, with the STTEM 2.0 Snacking Report by Godrej Yummiez indicating that over half of Indians now consider frozen snacks safe.
Similarly, air fryers are gaining relevance beyond occasional use. By significantly reducing oil consumption, they help lower fat and calorie intake while retaining taste and texture. They also minimise kitchen mess and enable quicker preparation, making them a practical solution for busy households. Together, frozen foods and air fryers are increasingly seen as complementary tools for quick, nutritious, and stress-free meals.
Changing work patterns and longer days have also influenced eating habits. According to Swiggy’s latest food report, late-night eating has grown almost three times faster than regular dinner hours, reflecting the demand for faster meal solutions. Many frozen snacks today offer up to 16g of protein per serving, offering a filling yet lighter option. Food expert Krish Ashok has also noted that frozen peas can often be fresher than those sold in open markets, underlining the practical advantages of freezing.
As part of the campaign, moms across the country received curated kits featuring a Pigeon Air Fryer along with a selection of Godrej Yummiez frozen snacks, integrating them into everyday routines—from kids’ lunchboxes and after-school snacks to late-night cravings and small hosting occasions.
“At Godrej Foods, we focus on making everyday cooking easier and more reliable for modern homes. Convenience, nutrition, and taste should go hand in hand, and that is what guides our approach to innovation. Collaborations like the one with Pigeon showcase how frozen foods and air fryers can work together seamlessly, helping families manage busy routines while ensuring meals remain satisfying and wholesome,” said Anushree Dewen, Head of Marketing and Innovation, Godrej Foods.
Highlighting the growing role of air fryers in Indian kitchens, Amitabh Bhatia, Head of Marketing, Stovekraft Ltd, added, “Air fryers are moving beyond being seen as occasional gadgets to becoming meaningful cooking tools in Indian homes. As a brand deeply rooted in Indian kitchens, we see this as an opportunity to lead the shift towards smarter, more balanced cooking choices. Our focus with air fryers is to make healthier cooking feel intuitive, familiar and achievable for everyday Indian homes.”
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