Asda Vanilla & Caramel Fudge Kit

asda fudge kit

Who: Asda

What: Great to Bake: Country Fair Vanilla & Caramel Flavour Fudge Kit

Where: Confectionery

When: Launched July 2015

How much: £1.60/285g

Why: This kit is part of Asda’s Great to Bake Country Fair range, which also includes a Chocolate Chunk fudge kit and decorations such as sugar paste ‘bunting’ and sprinkles. Comprising a vanilla flavour fudge premix and caramel flavour fudge chunks, this kit requires the consumer to add 90g of butter and 20ml of semi-skimmed milk.

Consumer verdict: Many considered this kit, which serves eight, an interesting format. However, after sampling, some were disappointed. One panel had difficulties in successfully preparing the fudge, which failed to set sufficiently. Others felt it was “bland” and “artificial”. The impact was an overall score mid-way between the average and the minimum scores achieved in this category. Despite this, and one third claiming they would never buy, more than half could be tempted into an occasional purchase.

Pre-trial purchase: 43%

Post-trial purchase: 36%

Better than what’s out there: 26%

New and different: 75%

Overall score: 31/50


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