Case Study
Frozen Multi-Serve Meals: Consumer Insights That Grow Trial, Repeat, and Loyalty
overview
Frozen Meal Consumer Insights for CPG Growth
A leading CPG food manufacturer partnered with C+R to understand how frozen and refrigerated multi-serve meals fit into real-life routines—and where product, packaging, and retail levers meaningfully improve satisfaction and repeat purchase across households with varied tastes and time constraints. The research revealed that multi-serve meals serve as dependable “fallbacks” and occasional “heroes.” They are liked for preparation ease while also allowing for customization, typically by adding more protein or vegetables. However, some complain about their lack of flavor, high sodium content, lack of sodium transparency, and poor portion sizes.
THE PROBLEM
Overcoming Flavor, Nutrition, and Aisle Friction in Frozen Multi-Serve Meals
Consumers turn to frozen multi-serve meals to save time and reduce stress, but they frequently “doctor” meals with spices, proteins, and vegetables—clear signals that flavor intensity, protein/veg balance, and texture often miss the mark at home. In the aisle, overwhelming variety, fragmented wayfinding, and promo-driven decisions erode brand advantage; nutrition and sodium transparency remain critical qualifiers alongside taste and convenience.
OUR APPROACH
Qualitative Research That Captures Real-World Meal Decisions
C+R combined mobile journaling with in-home ethnographies, shop-alongs, and cook-alongs to observe how shoppers plan, choose, and customize multi-serve meals, and how preparation methods affect perceived quality and value in different kitchens. A Jobs-to-Be-Done synthesis connected needs like “save time,” “flex for unplanned nights,” and “feed varied tastes” to tangible product, packaging, and retail activation routes designed to win at the point of decision and at the table.
The result
Frozen Meal Innovation Strategies That Win Busy Households
This program translated consumer needs into specific product, packaging, and commerce moves that elevate taste, increase versatility, and improve perceived value across occasions.
Retail activation and messaging: lean into deal-forward discovery, repertoire-based recommendations (“If you liked X, try Y”), and clearer sodium/protein callouts to improve findability and confidence while protecting value perceptions.
- Product and flavor upgrades: elevate sauces and textures; prioritize recipes that reheat well; and provide seasoning options to reduce the need for consumer doctoring while maintaining speed.
- Customization and diet fit: expand mix-and-match kits and diet-forward variants (e.g., gluten-free, higher-protein) so households can tailor meals without extra complexity or time.
- Portioning and packaging: offer flexible size tiers, resealable or perforated formats, and clearer microwave/air fryer guidance to improve outcomes and reduce waste across different household sizes.
- Retail activation and messaging: lean into deal-forward discovery, repertoire-based recommendations (“If you liked X, try Y”), and clearer sodium/protein callouts to improve findability and confidence while protecting value perceptions.
proven experience
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