Founded in the United Kingdom, Action Foods Ltd has become a leading name in the supply of fully cooked and ready-to-eat food products, serving a broad clientele across retail, foodservice, and B2B sectors. Based in Waltham Cross, Hertfordshire, the company is known for its innovation in high-quality, value-added meat and pasta products, operating under popular sub-brands such as Grumpy Pig, J's, and Smiling Cook.
Core Business
Action Foods operates primarily as a manufacturer, importer, and distributor of cooked and processed meat and pasta products. With a customer-first approach, they specialize in offering pre-cooked, portion-controlled, and flavor-rich food items tailored to meet the demands of the fast-paced catering and foodservice industries.
Product and Service Offerings
The product range is strategically segmented into multiple categories to cater to different cuisines and usage profiles:
Cooked Chicken Products
- Steam Cooked Chicken Breast
- Roasted Chicken Breast
- Whole Chicken Breast Fillet
- Diced Chicken Breast (10mm, 12mm, 19mm)
- Sliced Chicken Breast (5mm)
- Chicken Breast Strips (10mm, 12mm)
Flavoured Chicken Toppings
- Diced BBQ Chicken
- Diced Tikka, Piri-Piri, Tandoori, Chinese, and Mexican Chicken
- Sliced Mexican Chicken
Grumpy Pig Bacon Range
- Beechwood Smoked Cooked Roast Streaky Bacon
- Dark Cooked Roast Bacon Bits
- Oven Roasted Beechwood Smoked Back Bacon
- Pasteurised Cooked Back Bacon
- Pigs in Blankets
J’s Sausage and Wings Range
- Bratwurst, Bavarian Smokie, and Frankfurter Sausages (90gm, 140gm)
- BBQ, Salt & Chilli, Buffalo, Hot, and Plain Chicken Wings
Smiling Cook Pasta and Sauces
- Over 35 varieties of IQF (Individually Quick Frozen) Pre-Cooked Pasta
- Ready-Made Ambient Sauces
These ready-to-serve products offer chefs and foodservice operators a significant advantage in terms of preparation time, portion control, and consistent quality.
Specialisation and Core USP
Action Foods’ strength lies in its fully cooked, high-protein, flavour-intensive product lines designed specifically for high-volume and fast-turnover environments such as QSRs (Quick Service Restaurants), pubs, and contract caterers. Their IQF technology ensures longer shelf life and ease of handling, while maintaining taste and texture.
Their Grumpy Pig and Smiling Cook brands have built a reputation for quality and consistency, appealing to value-driven food businesses seeking premium convenience solutions.
Financials and Business Scale
While detailed financials are not publicly disclosed, industry sources and trade presence indicate Action Foods is a mid-sized enterprise with national distribution and export capabilities. Their continued investment in cold chain logistics, high-volume production partnerships, and brand development suggests strong financial health and scalability.
Export and Shipment Record
According to international trade databases such as ImportYeti and Volza, Action Foods Ltd has shipped a consistent volume of frozen meat and pasta products to:
- Ireland
- Germany
- Spain
- Netherlands
- United Arab Emirates
Average exports range from 5–10 containers per quarter, typically involving chilled or frozen logistics. The company serves both branded and white-label contracts, often acting as an OEM supplier for foreign foodservice brands.
Target Markets
Action Foods strategically targets:
- Quick Service Restaurants (QSRs)
- Pubs and Gastropubs
- Wholesale Distributors
- Contract Catering Services
- Export Partners in Europe and the Middle East
Their product offerings are especially attractive to businesses seeking ready-to-cook or heat-and-serve solutions that minimize kitchen labor while maintaining culinary quality.
Capabilities
Action Foods maintains a robust supply chain network across the UK and Europe, with:
- Cold storage and distribution capabilities
- Quick turnaround for large-volume orders
- ISO-compliant packing and traceability systems
- Custom seasoning and portioning options for OEM/white-label clients
They work closely with BRC and IFS-certified production partners, ensuring compliance with top-tier food safety and hygiene standards.
Certifications and Compliance
While certification documentation is not listed on the public domain, Action Foods’ manufacturing partners are known to meet:
- BRCGS Global Food Safety Standard
- IFS Food Certification
- HACCP protocols
These standards ensure that their product lines comply with both domestic and international food safety regulations.
Customer Testimonials
"Action Foods has become our go-to partner for consistent quality chicken toppings and bacon. Their Grumpy Pig range is an absolute customer favorite."
– UK-based National Pub Chain Procurement Manager
"We value their reliability and their ability to supply bulk orders quickly. The IQF pasta from Smiling Cook is particularly appreciated by our chefs."
– Executive Chef, Contract Catering Company
Major Achievements
- Developed over 35 variants of IQF frozen pasta, a record range within their category
- Secured private label supply contracts with leading UK and EU distributors
- Successfully expanded brand presence with Grumpy Pig and J’s Sausages across UK foodservice sector
- Gained recognition for innovative, ready-to-eat meat products in the 2023 Food Innovation Awards (UK)
With a commitment to food quality, consistency, and convenience, Action Foods Ltd continues to scale its presence in the highly competitive prepared food sector while maintaining the flexibility and innovation that sets it apart.
