Rise of the air fryer feeds huge expansion at Birkenhead food company

Noel Davis

Birkenhead food brand, MJ’s Diner, has launched a first-to-market range of frozen ready meals developed specifically for the air fryer.

The focus on the fast-expanding food sector – more than 12.5 million UK households now own an air fryer and in 2023 their sales soared by 1,175% – was inspired by a meal between company owner, Noel Davis, and his three children, Dara, 18, Aoife, 17, and 15-year-old Rory.

He said: “During a discussion in which my family were championing air fryers and how many times a week they use them, it suddenly came to me that we have the perfect products, the development and distribution network, and the contacts to launch a range of air fryer ready meals.”

Already available in Farmfoods, Poundland and 300 independent retailers across the country, the convenient meal options offer a ‘fakeaway’ experience, with prices ranging from £1.99 to £2.49 per pack.

The innovative new range is already breaking records across its independent retail store network.

Rates of sale are up to 500% greater than those of the leading brands, seven or eight times more than the best selling products such as Bisto.

As demand soars, MJ’s Diner has expanded its operations, doubled its workforce by creating 50 jobs in Birkenhead, and ramped up production to 350,000 meals per week to meet the needs of its growing customer base.

With plans to expand into major retailers like Home Bargains, Morrisons, and Sainsbury’s, MJ’s Diner says it is poised to become a household staple.

Industry veteran, Davis, has more than 30 years of experience in food manufacturing and distribution across several different businesses, including Liverpool-based frozen food supplier King Parrot Frozen Food(KPFF) and Oops! frozen food supermarket in St Helens.

He said: “The new range fills a gap in the market for those seeking quick, tasty, and affordable meals without compromising on quality.

“It’s been designed to help those who are time-poor and want something that won’t blow their calorie count, but is a quick, tasty, and cheap option for an evening meal or breakfast.

“With the rising popularity of air fryers, we’re thrilled to offer Brits a convenient solution for their culinary cravings.”