M&S Roasted Butternut Squash & Mushroom Pappardelle

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Who: Marks & Spencer

What: Count on Us Roasted Butternut Squash & Mushroom Pappardelle

Where: Chilled/ready meals

When: April 2014

How much: £3.00/372g

Why: M&S has developed its Count On Us range to be low in fat (offering less than 3%) and calorie controlled, and also offers consumers access to a Count on Us menu planner based on 1,500 calories with controlled levels of fat, satfat, sugar and salt.

Consumer verdict: Respondents were initially attracted to the healthy image of the product and said Marks & Spencer was a trusted brand. They were pleased with the balance of flavours and texture of the food, and said they were happy to see a low-calorie count advertised on the packaging. However, some commented the product was too expensive and a third of the group said it definitely wasn’t for them. Purchase intent remained relatively consistent though, dropping only one percentage point after the product had been tasted.

Pre-trial purchase: 33%

Post-trial purchase: 32%

Better than what’s out there: 38%

New and different: 68%

Overall score: 34/50

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