The latest innovation from Butterball LLC is a 2026 Product of the Year USA award winner. The Butterball Cook from Frozen Premium Whole Turkey was voted by 40,000 American shoppers as the most innovative product in the frozen entrée category of 2026. With no thawing required, no neck or giblets to remove, a unique pre-brine and clear, easy-to-follow instructions, consumers can have 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 Butterball. “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% year over year during the Thanksgiving sales period as the product continued to gain retail distribution.
“At Butterball, 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 for Thanksgiving. It’s perfect for spring gatherings and celebrations of all kinds.”
Butterball Cook from Frozen Premium Whole Turkey is available at select Walmart, Kroger, Publix, Harris Teeter, Giant Foods, Giant Eagle, Lowes Foods, Big Y, Shaw’s, Food City, Stop & Shop and other stores. Find your nearest retailer offering Cook from Frozen using Butterball’s product locator.
Recognized as a globally established seal of approval, Product of the Year has been operating in the United States for nearly 20 years and nearly 40 years globally. The program helps guide consumers toward standout new products both online and in stores at a time when innovation and choice can feel overwhelming. The distinctive red Product of the Year 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.
“The 2026 Product of the Year winners highlight the next wave of product innovation and the brands setting the pace for what consumers want now,” said Mike Nolan, global CEO of Product of the Year Management. “We’re proud to recognize Butterball as a 2026 Product of the Year Award winner, based on votes from 40,000 American consumers who value its quality, innovation and real-world impact.”