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Who: Asda

What: Chosen by Kids Dinky British Beef Burgers

Where: Freezer aisle

When: Launched April 2014

How much: £1.50/180g

Why: The frozen burger category faced some tough PR challenges in the wake of Horsegate last year, making quality cues and reassurances about provenance and sourcing all the more important. At the same time, burgers – particularly frozen ones and those targeted at kids – still need to score high on affordability, meaning retailers and suppliers need to offer attractive price points, like this £1.50 offer from Asda. The Chosen by Kids branding further drives home the target audience.

Consumer verdict: These burgers were tested by both adult and junior respondents. Junior testers rated the product higher than their grown-up counterparts, commenting that the burgers were “good for snacking.” Generally, adults and children alike reacted positively, though a few concerns were raised about the texture of the meat, with some junior testers stating the product was “too small.” Almost three-quarters of the group lauded the burgers as “new and different.”

Pre-trial purchase: 23%

Post-trial purchase: 40%

Better than what’s out there: 32%

New and different: 66%

Overall score: 36/50

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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