The Funky Fish Kitchen - Cod Fillets with Dressing
Who: Young’s
What: Cod Fillets with a Tomato, Olive Oil, Black Olive, Lemon & Garlic Dressing
Where: Chilled Fish Meal Centres
When: Launched March 2015
How much: Rsp £3.80 for 260g
Why: Since launching the Asda-exclusive range in 2013, Young’s has brought out continual NPD under the Funky Fish Kitchen banner. This cod dish is one of four ready-to-cook options launched in March, alongside salmon tartlets with marinated peppers and sweet red chilli butter; salmon fillets with beetroot & horseradish butter; and smoked cod fillets with jalapeno, ginger & coriander butter.
Consumer verdict: Although two-thirds of respondents thought this brought something new to the category, purchase intent was low both before and after trial. Some thought this fish was good quality, fresh and chunky, but many found it rubbery, while the sauce was variously considered too salty, too oily, and overpowering. The product was also seen as expensive, resulting in an overall score seven points below the category norm, and 39% said they would never buy this.
Pre-trial purchase: 30%
Post-trial purchase: 33%
Better than what’s out there: 31%
New and different: 65%
Overall score: 31/50
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.
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