The Butterball Cook from Frozen Premium Whole Turkey product has been voted by 40,000 American shoppers as the most innovative product in the frozen entree category of 2026. With no thawing required, no neck or giblets to remove, a unique pre-brine, and clear, easy-to-follow instructions, it provides consumers with a juicy, golden-brown turkey in just two simple steps: unwrap and roast.
“We start with real people and real frustrations,” said Michelle Lieszkovszky, head of innovation at Garner, North Carolina-based Butterball LLC. “For decades, our Turkey Talk-Line has given us a front-row seat into holiday kitchens, and thawing consistently comes up as a stress point. We knew we could make that easier. Seeing so many families embrace Cook from Frozen, and now being recognized for it with this highly acclaimed honor, is incredibly rewarding.”
Beyond simplifying the holiday experience, Cook from Frozen is meaningfully expanding the seasonal turkey category by attracting new and lapsed Thanksgiving shoppers. Panel data showed that more than half of Cook from Frozen buyers in 2025 had not purchased any seasonal turkey products in the prior three years. Dollar sales also increased more than 50 percent year over year during the November Thanksgiving sales period as the product continued to gain retail distribution.
“We believe deeply in food’s ability to connect people,” added Lieszkovszky. “Cook from Frozen gives hosts the confidence to serve a tender, delicious turkey while enjoying time with the people around their table. And the best part is, you don’t have to save turkey only for Thanksgiving. It’s perfect for spring gatherings and celebrations of all kinds.”
Butterball Cook from Frozen Premium Whole Turkey is available select Walmart, Kroger, Publix, Harris Teeter, Giant Foods, Giant Eagle, Lowes Foods, Big Y, Shaw’s, Food City, Stop & Shop and other grocery stores in North America.
Recognized as a globally established seal of approval, Product of the Year competition has been ongoing in the United States for nearly 20 years and 40 years globally. The program helps guide consumers toward standout new products both online. Its distinctive red seal helps shoppers quickly identify products that excel in innovation across function, design, packaging, or ingredients, while also serving as a valuable marketing tool for brands to build awareness and drive purchase interest within their respective spaces.
