Rsp: £4.19
Market size: £227m
Competition: Haagen-Dazs, Antonio Federici
The consumer
Phish Food is my favourite flavour of Ben & Jerry's so I was excited to try this and it didn't disappoint. I would definitely buy this again as it has the same great features as Phish Food Ice Cream the marshmallow and the chocolate fish but with 60% less fat. I actually prefer the consistency of this to the original Phish Food, which can be a bit heavy. It's nice to treat yourself every so often without feeling guilty and because this is lower-fat you can convince yourself it's OK. Five stars (out of five)
Alison Baisden, auction house supervisor, London
The retailer
I know Ben & Jerry's is renowned for its innovative flavours but calling it Phish Food still makes me think "ugh". The packaging was odd too. Although it was frozen yoghurt, it might as well have been ice cream. It tasted good, though. Is it targeting women? The packaging looks more male-friendly. At the end of the day, this product asks more questions than it answers. Three stars
Nigel Ashton, business trading manager, Nisa-Todays
The Grocer
Ben & Jerry's Phish Food Frozen Yoghurt provides a healthy take on the original ice cream version and with 60% less fat is bound to appeal to health-conscious consumers with a sweet tooth. If I had not been any wiser, I would not have been able to tell that this is frozen yoghurt rather than actual ice cream. The packs are instantly recognisable as Ben & Jerry's but its different-coloured lid makes it easy to differentiate from the ice cream. Four stars
Lisa Riley, products reporter
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