Milk Chocolate With a Hint of Marmite: acid test

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Who: Kimm & Miller UK

What: Very Peculiar Milk Chocolate With a Hint of Marmite

Where: Confectionery aisle

When: Launched 2010

How much: £3.50/100g

Why: The launch of a Marmite Easter egg has been making headlines this week - but it had been preceded by a number of years by this chocolate bar. Produced by licensed gifts supplier Kimm & Miller - while the new Easter egg is made by Kinnerton to a different recipe - this bar was available from BHS in the run-up to Christmas and is also carried by online retailers and independents.

Consumer verdict: The premium price affected interest pre-trial, as did the strong savoury aroma from the Marmite. Well known for its ‘love it /hate it’ positioning, the Marmite continued to have a strong influence, and was a step too far for some testers. One third claimed they would never buy, while those who could be tempted said they would be mainly occasional purchasers. Overall, it is an innovative but niche product that was more tempting to lovers of Marmite or those who were more adventurous.

Pre-trial purchase: 30%

Post-trial purchase: 25%

Better than what’s out there: 40%

New and different: 92%

Overall score: 30/50




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. 

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