Giraffe Innovation undertook primary research with the Cooperative Taste Team to identify the main causes of chicken waste in the home. Using the results Giraffe generated multiple packaging solutions that could reduce the waste arising. Using controlled convergence, a single concept was selected. The chosen concept was divisible, provided portioning opportunities encouraging “Eat Me Freeze Me” and offered a longer shelf life. This was then prototyped before being trialled with the Taste Team. 70% of the users sais they would probably or definitely buy the product.