Aunt Bessie Veg Chips

Aunt Bessie’s Vegetable Chips

Who: William Jackson Food Group

What: Aunt Bessie’s Vegetable Chips

Where: Frozen vegetables

How much: £2.50/500g

Why: With Brits cutting back on carbs by an average of 2.8% [Kantar Worldpanel 52 w/e 13 August 2017] and the demand for carb alternatives on the rise, Aunt Bessie’s launched this product a little under a year ago with the express intention of appealing to body-conscious consumers. Made with carrot, parsnip and beetroot, the chips are a branded first for the UK frozen veg category, according to Aunt Bessie’s. Each 100g portion ­provides 164kcal, 8.1g of sugar and 1.2g of satfat.

Consumer verdict: The concept drew a high level of pre-trial interest from our consumers, boosted by the trusted Aunt Bessie’s brand name, leading to over three-quarters saying they would definitely or probably buy. High mean scores were recorded across all key measures of taste and texture, with praise for the “good variety of veg” and “amazing” chips that were “crispy” and “healthy”. While there was some criticism of the chips being “mushy inside”, “too thin” and “a little expensive”, they nevertheless scored the category maximum. Almost half of our shoppers said they would buy at least once a fortnight.

Pre-trial purchase: 78%

Post-trial purchase: 80%

Better than what’s out there: 82%

New and different: 96%

Overall score: 49/50