M Kitchen Sticky Toffee Sharer
Who: Morrisons
What: M Kitchen Really Good Puds - Sticky Toffee Sharer
Where: Chilled desserts
When: Launched May 2015
How much: £1.99/280g
Why: New to the Morrisons Kitchen Really Good Puds sub brand, this chilled dessert serves two for £1.99 and offers ‘layers of toffee mousse, vanilla flavour mousse and toffee custard topped with toffee sponge pieces and caramel curls’.
Consumer verdict: Pre-trial interest was high, as it is with many desserts of this nature, though a few suggested the product would have been promoted better if presented in more attractive packaging. Nearly 70% agreed the recipe and format had brought something different to the fixture, further increasing expectations. After sampling, only a few were disappointed - even in the lower-scoring consumer subsets the overall score matched or was just above the category norm. Good overall delivery and value helped increase post-trial purchase intent over the already high pre-trial level. Seen more as indulgent treat or to offer guests, the £1.99 price point made it affordable enough for just under a quarter to consider purchase at least fortnightly, almost double the category norm.
Pre-trial purchase: 55%
Post-trial purchase: 62%
Better than what’s out there: 54%
New and different: 69%
Overall score: 42/50
What is Fast Foodfax?
It is a subscriber service that has been running for more than 30 years, offering consumer assessments of new products and allowing comparisons with more than 17,000 products from our database. It is objective, impartial and totally independent, and each product is assessed using original consumer feedback from respondents across the UK. See here for further information. Fast Foodfax is prepared by Cambridge Market Research, which works closely with The Grocer magazine on a variety of projects including the consumer judging element of the The Grocer’s Own-label Food & Drink Awards and New Product Awards.
Tel. 01223 492 050 Email: Info@CambridgeMR.com
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