Butterball unveils ‘cook from frozen’ turkey that eliminates hourslong thawing process [Video]

Cooking a Thanksgiving turkey presents a host of unique challenges, including making sure it’s not dry, and making sure it’s delicious. But thawing out a multi-pound frozen bird is the first big one.

Butterball has a solution with a new frozen turkey that the company says eliminates the hours-long thawing process. This week, the country’s largest turkey producer unveiled a new “Cook from Frozen” turkey that only has two steps to make it, which are unwrapping it and popping it in the oven.

And while the company says it’s simply for ease of use, it can be especially enticing to people just starting to host Thanksgiving on their own, according to Neil Saunders, a retail analyst and managing director at GlobalData Retail.

“This product seems to solve a lot of those issues, and it’s particularly appealing to younger consumers who may be hosting Thanksgiving for the first time,” Saunders told …