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Pelican PR promotes world's first gourmet frozen food restaurant

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By The Drum Team, Editorial

August 9, 2011 | 3 min read

The British Frozen Food Federation has opened what it claims to be the world's first gourmet restaurant serving only frozen food as part of a new PR campaign.

The N-Ice pop up restaurant in London's Vincent Square will be open until 12 August serving only cuisine prepared from frozen food.

It will serve signature dishes from celebrity chefs including Michelin starred Atul Kochhar, Galton Blackiston and TV’s Simon Rimmer.

Brian Young, director general of the British Frozen Food Federation, said: “N-ice is one of the courageous and most exciting projects ever undertaken by the BFFF. We are going all out to prove that frozen food delivers the same quality and taste as fresh food and have deliberately been audacious in our menu choice.

“The fact that we have three of the UK’s best chefs on board is true testament to the fact that the tide is changing for frozen. We have proved our case with science and facts and now it is time to show that the proof of the pudding really is in the eating.”

The campaign is being run by Pelican PR, whose managing director Michael Bennett, said: "“N-Ice is part of an on-going by our food PR to change attitudes to frozen food in the foodservice industry and stimulate sales of frozen with chefs, restaurateurs and hoteliers.”

The N-Ice menu, designed by the chef lecturers of Westminster Kingsway College, features striking dishes such as crisp fried spicy John Dory with grokha chutney, roast chicken breast with Moroccan spices with a chicken ballotine stuffed with dates, cous cous and harissa sauce.

N-ice guests will be invited to make a minimum donation of £10 for a three course meal and £10 for a bottle of wine. All proceeds from the sale of food and wine will go towards funding the college.

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