From a dozen eggs…to 30 years in foodservice

We are proud to announce we are celebrating Frank Dale’s 30th anniversary as well as launching our new branding and packaging that reflect on the past three decades.

Our heritage brand dates back to 1994 when the Dale family, with roots in the Norfolk farming community, diversified from farming to food…initially by baking quiche from a dozen farm eggs.

Innovation and determination established the Frank Dale brand within the foodservice sector and the rest is history.

2009 – A range of canapes launched in the cash & carry marketplace

Frank Dale’s new, more sustainable packaging

Now, as we mark the past 30 years and look to a bright future, we have introduced new branding to give us a more contemporary identity and invested in stronger, clearer packaging to make it easier for chefs and caterers to use. This supports the brand’s recent move to 100% clear recyclable plastic and to using 100% recycled board.

Edward Miles, Frank Dale MD said: “How does the UK’s best known party food brand celebrate a milestone birthday? It’s too easy to throw a party. Instead we wanted to further invest in this iconic brand, so we’ve updated our branding and invested in new packaging, while at the same time improving our sustainability and environmental credentials.

“We also launched a new website earlier this year which showcases our current ranges in use and features an online brochure. It also highlights the brand’s historical innovation to give the industry an insight into the wider brand possibilities. New contemporary product photography reflects the quality of the Frank Dale range.

“Maintaining quality is hugely important to us, as caterers are often passing off our products as their own. They don’t want to risk reputational damage by supplying lower quality imports, so we are committed to creating products that any chef or food service professional is proud to serve.

“Across 30 years the brand has experienced its challenges, but Frank Dale has always had a reputation for quality and making as much in-house as possible.

“Whilst the Frank Dale Foods Company collapsed back in 2017, the strength of the Frank Dale brand, alongside great staff gave me the confidence that the business had a strong future ahead.  Finedale Foods, which took on the brand, has changed the business model, and has heavily invested in both the factory and the Frank Dale brand, giving them both longevity.

“Demand for foodservice was virtually wiped out during the Covid pandemic, but the operating model of Frank Dale changed and improved by the development of a partnership with the scaled frozen food distributor Central Foods. This immediately uplifted the service to the whole sector, removing all the old barriers and widening the appeal of Frank Dale.

“The hospitality sector has in recent times suffered from a lack of experienced staff and rising costs, but this has been a bonus for us and has led to a huge uplift in sales as our Premium Range provides caterers with high quality, food safe, frozen products for the events and catering industry.”

Frank Dale benefits from the ‘all year round’ occasions calendar – supplying weddings, wakes and memorials, corporate events, graduation ceremonies, sports hospitality, business lunches and more, providing a superb range of sweet and savoury mini ‘thaw and serve’ and ‘heat and eat’ products alongside its well-regarded quiche selections.

“Caterers can buy our range, with clear upfront costs and low wastage, plus it’s safe to handle,” added Edward Miles. “It derisks the whole exercise. We do the hard work which makes it easy and convenient for food service operators to serve quality buffet and party food.”

The future Frank Dale brand plans are innovation focused – with ideas to further modernise the range but also make it more relevant to the future needs of  the foodservice sector.

“We can see how event catering is changing, and we need to innovate to further grow the brand’s appeal,” explained Edward Miles.

“Frank Dale has always had a reputation for quality and making as much in house as possible. A number of our products have had enhancements to give further premiumisation and differentiation in the foodservice market. This includes the redevelopment of our famous mini salmon bagels, which will use a fresh in-house produced bagel to elevate the product quality to new heights. Alongside two new products to the range, this package of change is ready for Christmas with further launches planned for 2025.”

If you’re interest in learning more about our history you can view our timeline or download our history here.

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