Brits believe that air fryer food has become boring, according to new research. Over one in three (35%) feel their food is lacking in excitement because they always cook the same thing, with almost one in five (17%) admitting they just don’t know where to get inspiration for new and interesting meals.
The research shows that while 76% of us who own an air fryer use it at least three times a week, a quarter believe there is an opportunity to improve the flavour we’re getting out of them. According to the research commissioned by Schwartz in December 2024, a huge 88% claim that seasonings on their food are very important, but 44% admit to typically just using their air fryer for basic meal prep and never for more elaborate dishes.
Anecdotally, this is largely due to flavourings not having staying power, often fizzling away in the extreme cooking conditions of the air fryer. This is all despite cries from people across the UK for food with convenient quick-cook times and bold flavour that will withstand their air fryers high temperatures.
Schwartz’s Hayley Napier-Barrs said: “We know how much the nation loves air fryers for quick and easy meals, but we also get it’s easy to become stuck cooking the same go-to meals that just don’t hit the flavour mark anymore.”
As the reality of January blues set in and the novelty of festive feasts wears off, Schwartz is inspiring Britain to move away from mundane meals by trying something different. As 67% say getting a new sense of flavour and confidence in cooking is key to feeling more excited about their mealtimes, Schwartz has launched three new seasonings that quickly and easily take your favourite foods to higher heights with bold flavours that all the family can enjoy.
To show how the new Air Fry Seasonings range can revitalise air fried meals, Schwartz challenged self-confessed ‘uninspired cooks’, Sam and Elle to experience what their food goes through in a simulated air fryer experience. Taking over an indoor sky-diving wind tunnel, couple Sam and Elle got to fly around and appreciate the sticking power of new Schwartz Air Fry Seasonings, experiencing anything but a bland dinner by bringing maximum flavour to air fried food.
A third (33%) of people admit they don’t know enough about herbs and spices and fear ruining a trusted go-to meal (24%) but with Schwartz’s specially designed bold new seasonings they have an easy, go-to solution they can be confident won’t budge on their chicken, chips, and favourite veggies.
Napier-Barrs added: “Sam and Elle really threw themselves into the experience, truly embracing our challenge. What better way to bring our seasoning range to life than to put our couple, who are stuck in a flavour rut, into a simulation and watch as they embrace Exciting AF tasting food.”
Schwartz Air Fryer seasonings are available to purchase in Tesco, Asda, Morrisons and Ocado
, you can take mealtime to the next level. RRP £2.50.