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
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