Toby Carvery’s move into the frozen food aisle looks set to be a hit with UK consumers, according to new testing from market research company System1 Group. The restaurant chain’s new 15-product frozen range, which has launched exclusively at Iceland and The Food Warehouse, achieved a strong 4.2-Star rating on System1’s Test Your Innovation. The Star rating measure consumers’ emotional responses and predicts the sales success of new innovations.
The line also achieved a Buy Shares score of 72%, meaning nearly three-quarters of respondents said they would buy shares in the idea. The score places the range among the top 15% of comparable innovations in System1’s database of more than 60,000 tested ideas.
The range also received an Emotion-into-Action score of 77, classified as “Good.” This metric combines the type and intensity of consumers’ emotional responses, giving greater weight to emotions most likely to translate into action.
Almost two-thirds (63%) of consumers expressed a positive emotional response, comprising happiness (52%) and surprise (11%). By contrast, just 6% expressed negative emotions. Convenience and variety in particular emerged as spontaneous drivers of happiness, with consumers welcoming the opportunity to enjoy Toby Carvery favorites at home and the breadth of dishes available.
The concept also demonstrated strong brand alignment, with 92% of respondents agreeing that it fitted with the Toby Carvery brand, while 94% considered the range recognizable.
The findings come as restaurant brands increasingly look beyond their traditional dining locations to establish a presence in UK supermarkets. Brands including Pizza Express, Nando’s and Itsu have already expanded into the retail sector, tapping into consumer demand for familiar restaurant experiences at home.
Tristan Findlay, Innovation at System1’s chief growth officer, commented: “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.”
He added: ”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.”
