Our panel of experts debated, our marketing agency created and our readers voted. Now, four months after The Grocer launched its frozen food campaign in a bid to revitalise the beleaguered frozen food category, it's time for the verdict. What do buyers think of our 'fantasy' frozen product - and, more importantly, would they stock it?

The good news is that the concept brand we developed, Nature's 18 Superfoods, has received a resounding 'thumbs up' from the industry. Nearly 90% of the buyers we contacted said they would consider stocking the brand.

"Definitely worth a trial," says David Walker, Spar trading manager, while Keith Wright, frozen food trading manager at Morrisons, says: "We are great believers in giving NPD a chance and are constantly working to find the next big thing in frozen. If the launch were supported by the proposed media campaign and the retail pricing was appropriate, we would probably support it."

Nature's 18 is based around the concept of superfoods, 18 foods which are described as such because they have exceptionally high nutritional value. Nature's 18 enables consumers to buy each of the foods in balance boxes, which would include a selection of different superfoods, each containing nutrients benefiting a different part of the body.

Drew Nicholson, joint MD of branding and communications agency DNX, which brought the concept to life, had no doubt it would get buyers' approval.

"Superfoods is going to be the next big wave for healthy eating. Nature's 18 reinvigorates an area of the supermarket that has become less sexy but that many consumers still feel empathetic towards.

"And it throws down the gauntlet to other companies to produce strong 'single vision' brands with integrated positioning, packaging and branding," he says.

Buyers were positive about the simple nature of the product, but split over the packaging concepts.

"I like all three shortlisted ideas, but feel any positive progress in frozen will have to start as an evolution," says Miki Handzar, frozen food buyer at MBL. "Bringing the shopper back through the Nature's 18 Superfoods 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."

But Spar's Walker says: "As a brand it is quite good. Nature's 18 would prompt consumers to ask what the 18 are. But a big concern would be the product selection in the boxes. The family size box includes six vegetables and may drive the consumer away if it included a couple of items they wouldn't normally buy. Pack design is good, with a clear indication of the contents, and suggests quality. However, the balance box would not be easily merchandised in a chest freezer."

The health credentials of the brand were welcomed. Dominic Morrey, trading executive at Marks and Spencer, says: "I believe the frozen offer has a long way to go to get behind the rapidly growing market for healthy foods. Products such as these could therefore play a part in addressing the current shortfall."

Morrisons' Wright agrees. "Health and wellbeing is a topical issue and is driving growth in many categories but not frozen foods. The concept of Nature's 18 would go a long way to changing consumers' perceptions of the frozen category."

Steve Ewels, Tesco senior buyer, frozen, says health is key today. "The superfoods concept looks like a good innovation, particularly in terms of promoting health in frozen. We're certainly interested in new healthy products for customers."

With our consumer panellists describing the category as "cheap" and "tacky", one of the main criteria for our product was to increase margin and add value. But, say the buyers, price is still an issue.

"The product quality, because it is in the freezer, will likely be seen by consumers as not as high as that of fresh. As such, a price point comparative to fresh must be made," says Walker.

"Pricing would be key," adds Wright. "Over past years we've seen NPD launches that were expected to change the frozen food market come and go. Most of these have failed and one common feature of most of these launches is that retail pricing was too inspirational."

But, as Handzar explains, the category needs a boost. "The U-turn required will not come from 'brave' buyers but from the industry's drive to work on a range that complements other categories and brings the shopper back to the fixture."

It would be great to say it was a clean sweep, but not all buyers are convinced. Parfetts trading manager Angela Berry says that, while the concept is good, consumers need to be educated about superfoods first. "In cash and carry we struggle with organic and even healthy options such as WeightWatchers. This, I believe, is because we are not targeting the consumer direct and have to rely on the retailers' knowledge/awareness," she adds.

Nevertheless, our fantasy product does seem to have hit the mark and, judging from our mailbag, generated debate. With the frozen category suffering declining sales at a time when its inherent strengths are failing to convince consumers seduced by the chiller cabinet, this can only be a positive sign.