Beloved Apple, Almond & Sultana Date Muesli

beloved date muesli

Who: Beloved Dates

What: Apple, Almond & Sultana Date Muesli

Where: Muesli & Granola

When: Launched February 2015

How much: Rsp: £3.99/540g

Why: For a long time, UK consumers could hardly get a date if they tried, but the fruit is appearing in an increasing number of products as manufacturers seek alternatives to refined sugar. Unrefined date nectar provides the sweetener in this premium brand, whose range also includes three varieties of cereal bars, a granola, and liquid date nectar.

Consumer verdict: Our consumers had a lukewarm initial reaction to this product as a result of its premium price and packaging, which was described as lacking sturdiness and featuring a “boring” design. After sampling, however, it won praise for its taste, texture and smell, with some testers calling it better than other brands. It divided consumers, performing best with over- 55s and those in the North, although the price tag meant a third of our respondents said they would only buy this on special offer.

Pre-trial purchase: 38%

Post-trial purchase: 57%

Better than what’s out there: 46%

New and different: 52%

Overall score: 41/50


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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