Tesco Pizza Subs: acid test

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Who: Tesco

What: Tesco Pizza Subs - Pepperoni

Where: Frozen pizzas

When: Launched September 2014

How much: £1/250g

Why: Tesco is offering a slightly different take on the French bread pizza with this product, which was launched last autumn and utilises sub rolls in place of baguettes. The retailer will be hoping the launch can continue to grow own-label frozen pizza - up 4.5% year on year by value in a static overall market [Nielsen 52 w/e 11 October 2014].

Consumer verdict: These attracted a good level of pre-trial interest, with the colourful pack design and competitive £1 price point helping to promote the product. After sampling, many were impressed with the offer and considered the quality had exceeded expectations, especially at the price point. All key measure ratings were above the category norm, resulting in an overall score of 44. An affordable and convenient product to have in the freezer, these Pizza Subs were considered a good option for all the family and prompted one third of testers to claim they would buy on a regular basis. There was a high level of purchase intent, with more than 70% claiming they would ‘definitely’ or ‘probably’ buy.

Pre-trial purchase: 67%

Post-trial purchase: 71%

Better than what’s out there: 47%

New and different: 47%

Overall score 44/50





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: Info@CambridgeMR.com


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