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Who: Asda

What: Choc Chip Muffin Cheesecake

Where: Frozen desserts

When: Launched April 2014

How much: £1.50/355g

Why: A new twist on an established product is a long-established strategy for food developers - particularly when it comes to own-label NPD. The familiarity helps put consumers at ease and encourages trial. A concept can sometimes be stretched too far, however, and some respondents felt this “wasn’t really a cheesecake.” Yet attractive innovation at such a low cost (30p per portion) will win over many consumers.

Consumer verdict: While the “bright, cheerful” packaging and competitive £1.50 price tag attracted our testers, there was a degree of disappointment for some after tasting. The cheese cake failed to meet the expectations of some - particularly those in the Midlands, where comments included “synthetic, dry and sickly.” Ratings were consistently higher in the North, where testers described the “marvellous, different and lovely” textures. The overall score was fractionally below the average for this product category.

Pre-trial purchase: 49%

Post-trial purchase: 44%

Better than what’s out there: 30%

New and different: 59%

Overall score: 38/50

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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