bahlsen choco moments mint biscuits

Who: Bahlsen

What: Choco Moments Crunchy Mint

Where: Sweet biscuits

How much: £1.99/120g

Why: Bahlsen has had another strong year. The fast-growing German biscuit maker has seen its value in UK grocery surge by 15.7% to £31.4m on volumes up 15.4% [Nielsen 52 w/e 8 September 2018]. Its big launch of 2018 was the premium Choco Moments. Available in Crunchy Hazelnut and Crunchy Mint variants, it features “the thickest chocolate topping of any Bahlsen biscuit” according to the brand.

Consumer verdict: The pack’s presentation, hinting at indulgence and premium quality, sparked a great deal of pre-trial interest among our shoppers. Enthusiasm increased upon testing, with praise for the “lovely, strong minty flavour”, “good, thick chocolate” and “crispy texture”. Our testers had no complaints about taste, smell, appearance or mouthfeel. They even scored the biscuit above the category norm for health. But many were unhappy about the £1.99 price point.

Pre-trial purchase: 61%

Post-trial purchase: 72%

Better than what’s out there: 69%

New and different: 61%

Overall score: 42/50