Almond Dream dairy-free ice cream: acid test
Who: Hain Celestial
What: Almond Dream Praline Crunch Ice Cream
Where: frozen ice cream/yoghurts
When: Launched October 2014
How much: £4.99
Why: Free-from business is booming, with supermarket sales soaring 21.2% to £517.6m last year [Nielsen 52 w/e 11 October 2014]. And the dairy-intolerance market is in strong growth. Launched by Hain Celestial last October, this Almond Dream ‘ice cream’ is among a raft of dairy-free desserts to have come to market in the past 12 months.
Consumer verdict: This attracted a good level of pre-trial interest, despite some testers claiming the pack design could go un-noticed in freezers. Tested among a non-targeted group - as opposed to those with a lactose intolerance - this product was well received by many and was considered on a par with dairy equivalents. Others, however, considered it lacked creaminess and found it very sweet, restricting many key measures to average levels. Offering something new to the fixture, this product was still a viable option for many, with only 15% claiming they would never buy it. The premium price point was, however, restrictive.
Pre-trial purchase: 40%
Post-trial purchase: 53%
Better than what’s out there: 58%
New and different: 66%
Overall score: 39/50
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