R&D considerations for air-fryer-friendly products

Our 2025 consumer survey on air fryer use reveals that many consumers would like to air fry packaged pizzas and ready meals. These products are not always suitable for air fryer cooking, but could they be made more air-fryer-friendly? Natasha Burton (Head of Cooking Instructions at Leatherhead Food Research) and Maria Spinetta (Food Engineer and Senior Consultant at our sister company Sagentia Innovation) got together to consider the options.

According to our 2025 consumer survey, most UK households (61%) now have an air fryer, with many using it weekly (60%) or daily (29%)*. Chips, chicken, sausages, potatoes, and fish are still the top food choices for air fryer cooking. But many survey respondents want to air fry other products too. We found that a third of all UK adults (34%) – including those who don’t currently own an air fryer – would like to air fry pizza. And almost a fifth (19%) would like to air fry ready meals.

So, how can food manufacturers evolve these products to be suitable for air fryers?

Innovating around air fryer compatibility

With air fryers now firmly established as a mainstream cooking device, adapting more food products for air fryer cooking is beneficial for consumers. Maria has extensive experience in food product innovation. She says there are multiple opportunities to explore for pizzas, ready meals, and other packaged food products.

“Developing smaller, individually portioned pizzas designed to fit in air fryer baskets is one option. Cooking trials would be needed to ensure the instructions consistently result in a pizza with the desired sensory properties. For instance, a simple step like adding a little water to the pizza mid-cook could prevent the topping from becoming too crispy.

“Another route to consider is the development of pizza packaging that is compatible with air fryer cooking. For instance, perforated trays might be able to leverage the high-speed air circulation to achieve a crispy base and a softer, melty topping. It’s possible that pastry-based products like pies and quiches could also be cooked effectively in air fryers with a little experimentation around packaging, sizing, and bespoke mid-cook or pre-cook steps.”

Maria says packaging innovation is the main consideration for ‘heat in the tray’ ready meals. The trays are classified as a Food Contact Material (FCM), which means they have to be authorised prior to use in Great Britain. While FCM authorisation doesn’t cover specific cooking methods, food manufacturers must ensure FCMs are not exposed to temperature conditions beyond those described in the Declaration of Compliance provided by the FCM supplier.

From a materials perspective, these trays are often made from polymers – usually polyethylene terephthalate (PET) or polypropylene (PP).

“While PET and PP are generally safe for use in thermal ovens, the intense heat of air fryers can cause these materials to soften and degrade,” Maria explains. “Manufacturers looking into alternative materials that can withstand air fryer cooking really need to consider how the tray can be designed for safe handling, especially in ‘top loading’ air fryer models. One potential area for innovation might involve materials that can replicate the heat retention and conductive properties of a pizza stone. The ability to deliver a pizza base with a desirable crispy texture could position packaging and food brands as leaders in this space.”

Benefits of collaboration and consumer insight

The high level of variability between air fryer models makes cooking instructions generation and validation more complex than it is for other cooking methods. Natasha suggests that food product innovation teams engage with cooking instructions specialists at an early stage when developing a new range:

“Laboratory-based cook testing of new products or packaging at the front-end of the process could save a lot of time. Establishing whether the correct heat distribution and penetration can be achieved is key to ensure the cooked product will be safe to eat. If you’re developing a new range, one item from that range could be tested first on a proof-of-concept basis.

“It’s also important for innovation teams to be aware of the different shapes and sizes of air fryer baskets so products are designed for compatibility with as many models as possible. Most products need to be arranged in a single layer with space between them so hot air can circulate effectively. Understanding technical aspects of air fryer cooking and using them to inform design rules from the outset can avoid frustration later in the development process.”

Maria agrees and also suggests exploring wider opportunities to collaborate with packaging converters and air fryer manufacturers.

“Leatherhead’s findings prove that more people are cooking with air fryers on a regular basis, so it makes sense to double the innovation efforts to create solutions that fit with this trend and meet consumer demand. It’s important that all stakeholders have clarity on consumer expectations and the associated challenges. Harnessing consumer insights and feedback throughout the development process is also important to keep innovation teams focused on what people really want.”

Our survey indicates that the economy and speed of air fryer cooking are of great importance to consumers. We found that 62% of respondents purchased an air fryer believing it is cheaper to run than an oven, and 61% were looking to cook meals more quickly. Many want to cut down on the amount of fat they consume (35%) or cook healthier meals (32%). Considering factors like these alongside technical matters surrounding air fryer cooking is key to the development of successful products.

How we can help

Leatherhead Food Research conducts more than 15,000 cooking trials per year using calibrated domestic equipment in our professional laboratories. We are a UKAS accredited testing laboratory (no. 9365) for cooking instructions testing (microwave oven, gas and electric thermal oven, electric fan oven, gas and electric hob, gas and electric grill, deep fat fryer, air fryer, defrost). Air fryer cooking is now our second most requested technique. Contact us for expert guidance on cooking instructions for existing products or new products under development.

Sagentia Innovation is an R&D consultancy with a strong track record supporting leading players and start-ups in the food and beverage sector. From the reformulation of existing products to breakthrough product development to manufacturing and packaging innovation, we help food business operators achieve R&D goals faster.

* The air fryer survey was conducted online between 6-7 January 2025, and the total sample size was 2057 adults. The figures have been weighted and are representative of all UK adults.