Sainsbury's Corn Thins: acid test

Download the full report

Who: Sainsbury’s

What: Dark Chocolate Coated Corn Thins

Where: Sweet snacks

When: Launched May 2014

How much: £1.20/130g

Why: This summer launch from Sainsbury’s is tapping a raft of consumer trends. Packaged in four packs each containing two corn thins, these offer a convenient, permissible sweet snack that weighs in at just 77 calories per thin. Being maize-based, they are also free from gluten - an area of growing consumer and retailer interest.

Consumer verdict: The attractive packaging contributed to a high degree of pre-trial interest and engagement, with many of the group eager to try. After tasting, the majority were not disappointed and, on the whole, this snack met or exceeded expectations. Three-quarters were impressed with the taste and texture of the product - rating them as good or excellent. Above-average ratings for all other key measures generated an overall score of 43 - 10 points above the category average. There was marked regional variation, with the product scoring 48 in the Midlands but 38 in the South. Despite these differences, overall these corn thins were seen as offering a good-value and healthy option that was relevant and innovative - 85% agreed they were ‘new and different.’

Pre-trial purchase: 42%

Post-trial purchase: 68%

Better than what’s out there: 64%

New and different: 85%

Overall score: 43/50

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