What: Chosen By You Caramel Popcorn Cereal
Where: Breakfast cereals
When: Launched June 2015
How much: £1.98/375g (at time of testing)
Why: Popcorn sales soared 38.1% last year to £87.4m on volumes up 25.6% [IRI 52 w/e 6 December 2014]. And with breakfast cereals in decline, Asda is looking to get things popping with this “wonderfully chewy and crunchy” cereal that combines popcorn with oats.
Consumer verdict: More than 80% of respondents agreed this cereal brought something new to the fixture, and that it was unlikely to go unnoticed on shelf. It continued to impress after sampling and achieved an overall score seven points above the category average. Among Northern testers it achieved the maximum score of 50, with praise given for the “sweet, caramel” flavours and “crunchy” texture. In other areas, where the overall was closer to the category norm, some were less impressed and commented on the “stale”, “too sweet” taste and “soggy” texture. A rise in purchase intent post-trial contributed to the maximum rating of 20 being achieved for “innovation and relevance”, with 60% of the group claiming they would consider buying at least monthly.
Pre-trial purchase: 52%
Post-trial purchase: 72%
Better than what’s out there: 62%
New and different: 87%
Overall score: 44/50
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