Recommendation
Enter the frozen meal space through retail grocery, focusing on clean-label, fast-prep products — while investing in digital infrastructure to test future DTC potential.

Key Rationale

• Retail offers immediate access to a large market with $11.5B projected size
• Survey data shows consumers are open to new brands and prioritize convenience + clean ingredients
• Client can build on existing distribution and frozen supply chain experience

Risks & Mitigations

• High competition in freezer aisle
  Mitigation: Focus on regional launch + strong visual branding
• Retailer access may require slotting fees
  Mitigation: Allocate trade spend as part of launch budget; negotiate phased rollouts
• Uncertain traction for DTC
  Mitigation: Start with small pilot or subscription-based testing to build capability

Next Steps

1. Run feasibility on core SKUs: price point, prep time, ingredient profile
2. Secure regional retail partnerships and freezer placement for pilot launch
3. Build digital presence (owned site, Amazon, Instacart) to test future DTC
4. Track early sales and consumer feedback to inform broader rollout