Dr Oetker Mug Cake - Chocolate Chip

dr oetker mug cake

Who: Dr Oetker UK

What: Mug Cake - Chocolate Chip

Where: Cakes & Pastries

When: Launched June 2015

How much: Rsp: 50p/65g

Why: Time-poor, cake-loving Brits might love baking, but when are they supposed to find the time? Dr Oetker hopes to solve this problem with these sachets, which are simply mixed in a mug with milk and microwaved for 70 seconds. The range, which includes lemon and chocolate flavours, is one of several bakery innovations introduced by the brand this year, along with Surprise Inside Cupcake Centres and cake sprinkles in Sour Power, Salted Caramel and Rose Crystal flavours.

Consumer verdict: Our panel members were intrigued by what they saw as a highly innovative product, while the bright, attractive packaging and good value for money increased appeal. After trying it, though, reactions were more measured, and it rated slightly below average in areas including appearance, taste, texture and smell, as well as recording an overall score just below the category norm. More than 80% said they expected to buy it at least occasionally, however.

Pre-trial purchase: 40%

Post-trial purchase: 43%

Better than what’s out there: 40%

New and different: 80%

Overall score: 35/50


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