Co-op Goats Cheese & Beetroot Chutney Pizza
Who: Co-op
What: Irresistible Hand Stretched Goats Cheese & Beetroot Chutney Pizza
Where: Chilled pizzas
How much: £4.99/508g
Why: Supermarkets have sold an extra £19.2m worth of pizza in the past year, as The Grocer’s Focus On Pizza reports this week. Consumers are switching from frozen to pricier fresh options, and total pizza sales are now worth almost £1bn in the UK, with chilled making up nearly £520m. This product is part of Co-op’s Irresistible lineup, which includes a Rosemary Potato & Chorizo variant.
Consumer verdict: The window and Irresistible branding accentuated the product’s premium positioning, making about half of our triallists keen to buy before tasting. The topping divided opinion. Some complained of a “horrible aftertaste”, while others enjoyed the “good balance of flavours”. The goats cheese also polarised consumers. Eighteen to 34-year-olds were the most interested in buying as an occasional weekend treat, but around a third of shoppers in total said this pizza was not for them.
Pre-trial purchase: 46%
Post-trial purchase: 39%
Better than what’s out there: 37%
New and different: 82%
Overall score: 33/50
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