The Grill Fruity BBQ Bacon Belly Rib Strips

the grill fruity bbq barbeque bacon belly

Who: Marks & Spencer

What: The Grill Fruity BBQ Bacon Belly Rib Strips

Where: Chilled meat-based meal centres

When: Launched May 2015

How much: Rsp £5 for 380g

Why: Also including the likes of Pork Belly Hog Roast, Kentish Apple Sauce & Crackling Crumb and Lamb with Orange Blossom & Pomegranate Glaze, M&S’s limited edition range The Grill is designed for adventurous consumers wanting to take their garden meat fiesta to the next level. This product offers something to BBQ kings who can’t get enough of the pig, but want to move beyond simple sausages and plain old pulled pork.

Consumer verdict: As with many M&S products, there was a reasonable level of anticipation before trial, thanks in part to the attractive and eye-catching packaging. But while some testers thought the meat had a melt-in-the-mouth quality, far more were underwhelmed, calling it too fatty, too salty, and too expensive. Only 8% said they would buy it regularly, while 37% said they never would. Fifty-six per cent, though, did see it as an occasional purchase. Its overall score of 29 placed it eight points below the category norm.

Pre-trial purchase: 46%

Post-trial purchase: 19%

Better than what’s out there: 18%

New and different: 49%

Overall score: 29/50


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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.