Download the full report

Who: Nature’s Path Organic UK

What: Nice & Nobbly Dark Choc Chips Granola Bars

Where: Snacking/free-from fixtures

When: Launched April 2014

How much: £1.99/5x35g bar

Why: Free from sales have risen 20% by value in the past year [Kantar Worldpanel 52 w/e 14 April 2014] and retailers’ appetite for free-from remains strong. The line between free from and mainstream is blurring as more consumers seek to avoid gluten - Asda is trialling the sale of Genius gluten-free loaves on its mainstream bread fixture this summer - and these bars from free-from cereal supplier Nature’s Path tap this trend.

Consumer verdict: The bright, colourful packaging ensured these gluten-free bars would not go unnoticed on shelf and encouraged a good level of pre-trial interest. Tested by adults who did not need to avoid gluten - and hence not the core target audience - the bars offered mainstream appeal. Although the bars were considered a little pale in colour by a few respondents, the taste and texture exceeded expectations and the product achieved an overall score three points above the category average.

Pre-trial purchase: 33%

Post-trial purchase: 44%

Better than what’s out there: 43%

New and different: 35%

Overall score: 38/50


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: