What: Good & Balanced Curried Chick Peas
Where: Ambient ready meals
When: launched March 2015
How much: £1.50/250g
Why: This microwaveable pouched food is part of Asda’s Good & Balanced range, which the retailer describes as having been selected by nutritionists to make it “easy, quick and affordable to enjoy healthy, mouthwatering meals”. The mix of chickpeas with red lentils, rice and curry spices cooks in about two minutes.
Consumer verdict: This ambient 250g pack of curried chickpeas was a convenient microwaveable offer, generating a good level of pre-trial interest and engagement. Northerners praised the versatility, convenience and ease of preparation; while concerns were raised in the South about the mild nature and lack of sauce. The chickpeas only achieved an average score for health, suggesting a key feature of the product was overlooked by testers. Many felt better alternatives were on the market and one third claimed they would never buy. Among those who could be tempted, mainly occasional purchases were indicated.
Pre-trial purchase: 25%
Post-trial purchase: 23%
Better than what’s out there:18%
New and different: 49%
Overall score: 30/50