M Kitchen Sticky Toffee Sharer

morrisons m kitchen sticky toffee pudding

Who: Morrisons

What: M Kitchen Really Good Puds - Sticky Toffee Sharer

Where: Chilled desserts

When: Launched May 2015

How much: £1.99/280g

Why: New to the Morrisons Kitchen Really Good Puds sub brand, this chilled dessert serves two for £1.99 and offers ‘layers of toffee mousse, vanilla flavour mousse and toffee custard topped with toffee sponge pieces and caramel curls’.

Consumer verdict: Pre-trial interest was high, as it is with many desserts of this nature, though a few suggested the product would have been promoted better if presented in more attractive packaging. Nearly 70% agreed the recipe and format had brought something different to the fixture, further increasing expectations. After sampling, only a few were disappointed - even in the lower-scoring consumer subsets the overall score matched or was just above the category norm. Good overall delivery and value helped increase post-trial purchase intent over the already high pre-trial level. Seen more as indulgent treat or to offer guests, the £1.99 price point made it affordable enough for just under a quarter to consider purchase at least fortnightly, almost double the category norm.

Pre-trial purchase: 55%

Post-trial purchase: 62%

Better than what’s out there: 54%

New and different: 69%

Overall score: 42/50


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