Maggi So Stir Fry Singapore Curry Chicken Noodles: acid test

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Who: Nestlé

What: Maggi So Stir Fry - Singapore Curry Chicken Noodles

Where: Packet rice, noodles & grains

When: Launched October 2014

How much:£1.49/185g

Why: With Brits’ appetite for noodles continuing to grow - the category rose 2.6% by value on a 1.4% volume increase last year [Nielsen 52 w/e 14 October 2014] - Nestlé is tapping the market under its international Maggi brand. Launched last year, the Maggi So Stir Fry range comprises Oriental Three Spice Chicken Noodles, Mediterranean Beef Noodles, and the Singapore Curry Chicken Noodles tested here. The products contain noodles and a seasoning sachet to which consumers add meat and veg.

Consumer verdict: Chicken and vegetables were added to prepare a stir-fry meal for four in under 30 minutes. Overall, there was a good impression with the resulting dish, prompting many to claim it was “better than expected”. A few felt it needed more flavour, especially the curry element. However, with post-trial purchase intent remaining at the pre-trial level, and with nearly half agreeing this was a better, different option to the competition, it was seen as a good standby.

Pre-trial purchase: 47%

Post-trial purchase: 48%

Better than what’s out there: 47%

New and different: 47%

Overall score: 38/50


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