Most of the food products in the UK are Merchandized side-by-side. The range of products within this Company should be designed to assist consumers and enable them sell the product to friends through word of mouth. This can be achieved by the vegetable section through improvement in the quality of frozen products. They should market the product in such a way that allows consumers to have complete selection of vegetable products from the range provided. There should have been press releases from the introduction of the product to offer advice to consumers on t ways they could combine these vegetable products to conveniently provide a complete meal. These details are not provided for within Innocent Company’s product portfolio (Charlet and Henneberry, 1992). There is huge demand for certain qualities like freshness and convenience within the UK market. The vegetable products should be provided in an easy to carry boxes and provided in a way that enables easy assembly for a complete meal. The container used for packing allows for quick freezing and slow defrosting. This makes it difficult to target areas where consumers are always in a hurry, this innovation has however not been provided for within the market scope for the product. The product should not only cater for Obesity as a disease, but should have the ability to protect consumers against the risks of cancer and heart diseases which are more prevalent in UK population (Charlet and Henneberry, 1992). Innocent company have not focused on the strong connection between market orientation and the company’s innovativeness. Basically the quality of the vegetable product being launched has got nothing unique compared to those already within the market. They focused much on the packaging of the product and less focus on the product quality. This can be seen from their product definition where the focus is on the size, price and packaging material. On the satisfaction of the customer needs the product is to only address obesity, they have the target of appealing to broader audience while not addressing some health risks such as the prevalent heart diseases. These are the issues consumers look for and are willing to pay attention to during the marketing of the vegetable product (Charlet and Henneberry, 1992). According to their forecast, the best way for Innocent Company to ensure that hypermarkets increase the market share of frozen food, is by the company providing the products together with their own company branded refrigerators. The focus element of the Company’s market orientation cannot impact its performance since it sounds the same as that of their competitors. Innocent Company should also focus on talking to consumers directly rather than through retail customers since this will give them clear consumer preferences. It seems Innocent Company have wrong focus with the frozen vegetable product in the customer orientation scale. The supply channel in this case should be more focused on the end user not on the customer in the name of wholesalers or retailers. The questionnaire samples should have been sent to more than 50 potential customers. This is so as to consider the effects of bias and late responses. The study should be based on mail questionnaire survey sent to potential consumers and some other food proces