sainsbury's taste the difference raspberry vinaigrette

Who: Sainsbury’s

What: Taste the Difference Raspberry Vinaigrette

Where: Salad dressings

How much: £1.75/255ml

Why: The sauces & condiments market is booming. It passed the £550m mark for the first time this year [Kantar Worldpanel 52 w/e 17 June 2018]. Spicing up the salad dressing selection is Sainsbury’s Raspberry Vinaigrette. The blend of “tangy Scottish raspberries with white balsamic vinegar and smooth rapeseed oil” is part of the retailer’s premium Taste the Difference range.

Consumer verdict: More than half the consumers tested envisaged using the dressing only on special occasions, saying it was “not an everyday item”. This had little adverse effect on the score, though. The “lovely flavour” and “great taste” put the vinaigrette above the category norm, along with “good packaging” that gave the appearance of a “high quality product”. It also received praise for being “new and different”, though some shoppers found the taste “quite overpowering”.

Pre-trial purchase:  40%

Post-trial purchase: 45%

Better than what’s out there: 58%

New and different: 83%

Overall score: 40/50

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