Heinz Tagine Chickpeas
Who: Heinz
What: Tagine Chickpeas
Where: Canned beans & pulses
When: Launched July 2015
How much: Rsp: £1.29 for 390g
Why: With overall sales of the canned beans category down 4.3% to £302.7m in the year to April [IRI 52 w/e 25 April 2015], Heinz is offering this alternative to consumers in search of innovative meal ideas. In July it expanded its gourmet Beanz range - which already included Fajita, Tuscan and Veg Chilli Beanz - with two new products: Dhal Curry Lentils, and this Moroccan-inspired option, a mix of chickpeas, pumpkin, carrot, peppers and onion in a spicy tomato sauce.
Consumer verdict: Heinz’s trusted brand and the can’s recognisable label design ensured there was plenty of pre-trial interest among our testers for this product. It went down well, garnering an above-average rating on every measure, with plenty of positive comments about the tangy, spicy flavour and “classy” appearance. Some were less enthusiastic, calling it “bland”, and criticising the consistency, and purchase intent increased only slightly after trial. However, almost nine out of 10 testers said they expected to buy this at least occasionally.
Pre-trial purchase: 45%
Post-trial purchase: 48%
Better than what’s out there: 54%
New and different: 75%
Overall score: 39/50
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.
Tel. 01223 492 050 Email: Info@CambridgeMR.com
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