Andrew Palfrey general manager frozen food, Asda



"We are always keen to support commercially viable NPD. If the new range had real appeal to customers' desires to lead healthy lifestyles, and the right level of marketing support, we'd be happy to give it a go."



James Tan senior buyer frozen Sainsbury



"I would potentially list this. The concept of superfoods is a good one to bring new customers to the category. The advertising campaign will be key to whether or not the product range is successful especially as there already is a great range of frozen vegetables in the marketplace."



Keith Wright frozen food trading manager Morrisons



"The main challenge that faces the frozen food industry is to convince consumers of the quality and the benefits of frozen products and convert their purchasing habits. The concept of Nature's 18 would go a long way to changing consumers' perceptions of the frozen category. The marketing required to support the launch would have to be substantial in order to educate consumers about the benefits of Nature's 18."



Miki Handzar frozen foods buyer MBL



"I have read the articles and would like to thank The Grocer for making a constructive effort to help frozen foods' 'comeback'. Any positive progress in frozen will have to start as an evolution. Bringing the shopper back through the Nature's 18 concept would therefore be the most logical first step and has a solid ground to become a workable idea. As a buyer I would certainly embrace both separate and balance box solutions."



Dominic Morrey trading executive, Marks & Spencer



"I believe that the frozen offer across the UK has a long way to go to get behind the rapidly growing market for healthy foods. Products such as Nature's 18 could therefore play a part in addressing this current shortfall. I would consider stocking this range."

Angela Berry trading manager, Parfetts



"Unfortunately I would not look to listing for Parfetts. Although the frozen food market is down by 12.9%, key to driving this decline are the likes of Asda ready meal offerings of five for £3.50, driving down value but not necessarily pushing up volume. A few key suppliers have tried to add value to their portfolio: Heinz Swirl cheesecakes, Oriental Express premium stir fries and Birds Eye Enjoy, but the inevitable happens with bogofs that devalue the brands. It's even more difficult within cash and carry as price-marked packs are key and, like it or not, 99p is the driver. This concurs with your statement of suppliers being unable to reinvest as their already tight margins are constantly being eroded. The costly route to market, which mostly involves third-party distribution, adds another cost to the chain."



Steve Ewels senior buyer, frozen Tesco



"The superfoods concept looks like a good innovation, particularly in terms of promoting health in frozen - a key agenda for customers. You would have already seen our drive for innovation in the veg sector with the Tesco Steamfresh brand, which has doubled sales in the last 12 months. Also, we have launched three frozen smoothie mixes (individual portions of fruit ideal for smoothies) - a first to market innovation."



David Walker trading manager Spar



"Would I recommend to stock: yes. Caveats, as usual: quality of product, pricing and marketing support are key to any launch and all are taken as a 'given.' As a brand it is quite good. Nature's 18 would prompt consumers to ask themselves what the 18 are. Definitely worth a trial."



Anonymous buyer Iceland



"I wouldn't stock it - I'd lose my job if I did. The idea of all those wrinkly old faces on young bodies is scary and would frighten our customers away. It looks like Frankenstein Food. Greenpeace wouldn't be impressed with all that expensive cardboard packaging either."

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