UK consumers warm to Toby Carvery frozen meals

The measure combines the type and intensity of emotional responses to assess their potential to translate into consumer action.

Toby Carvery’s move into the UK frozen food market has received a positive response in consumer testing by market research company System1 Group.

The restaurant chain’s 15-product range, available exclusively at Iceland and The Food Warehouse, scored 4.2 Stars in System1’s Test Your Innovation assessment, with 72 percent of respondents indicating a willingness to buy the concept.

The Buy Shares score places the range among the top 15 percent of comparable innovations in System1’s database of more than 60,000 tested ideas. The results suggest that the brand’s move to bring restaurant favourites into the home could appeal to shoppers seeking convenient meal options.

Toby Carvery frozen range scores highly for consumer appeal

The range achieved an Emotion-into-Action score of 77, classified as Good by System1. The measure combines the type and intensity of emotional responses to assess their potential to translate into consumer action.

Almost two-thirds of respondents, 63 percent, expressed positive emotions towards the concept. Happiness accounted for 52 percent of responses, while surprise represented 11 percent. Only 6 percent of consumers reported negative emotions.

Convenience and product variety emerged as key drivers of positive sentiment. Respondents welcomed the prospect of enjoying Toby Carvery dishes at home, alongside the selection available across the range.

Consumer research highlights strong brand recognition

The concept also scored well on brand alignment, with 92 percent of respondents agreeing that the frozen range fitted Toby Carvery’s brand and 94 percent recognising the connection.

The findings come as restaurant brands expand into supermarket retail, extending their reach beyond traditional dining locations. PizzaExpress, Nando’s and Itsu are among the brands that have introduced products into retail channels, responding to demand for restaurant-inspired food at home.

System1 identifies potential for supermarket sales

Tristan Findlay, Chief Growth Officer – Innovation at System1: "Toby Carvery has done the unexpected, bringing the Sunday roast straight into people's homes with a ready-to-eat range. It may not be one for me personally, but I'm clearly not speaking for UK consumers, who rated it a strong 4.2 Stars, a sign it's set to drive trial.

"Hats off to the team: it's a move nobody saw coming, and the timing is spot on, with hearty British comfort food landing just as the colder months set in. Whether shoppers stick with the freezer aisle or head back to their local carvery will come down to product quality, but in the short term, this one is set to sell."

While the research indicates strong initial consumer interest, repeat purchases will depend on how the products perform in terms of quality and overall experience. The launch gives Toby Carvery an opportunity to extend its brand into the supermarket freezer aisle and reach consumers outside its restaurants.

www.tobycarvery.co.uk

www.system1group.com

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