Uncle Ben’s Pearl Wheat, Quinoa & Wholegrain Rice

uncle bens rice quinoa pearl wheat pouches

Who: Mars Foods

What: Pearl Wheat, Quinoa & Wholegrain Rice

Where: Rice, noodles and grains

When: Launched June 2015

How much: £1/220g

Why: This microwavable Pearl Wheat, Quinoa & Wholegrain pouched product is one of five in a range of ambient, microwaveable mixes of rice and grains. It has been rolled out in the year pouched rice became the bestselling format in the £500m rice & noodles category [Kantar Worldpanel 52 w/e 26 April 2015].

Consumer verdict: The Uncle Ben’s pack helped encourage good levels of pre-trial engagement. Although there were some reservations over the product delivery after sampling - “bland, stodgy, sticky texture” - higher than average ratings for health and value helped lift the overall score four points above the category norm. Most of the criticism came from the South and the over-55s, with those in the North and younger adults more impressed. Despite the convenience and novelty (72% agreed it was new and different), one quarter maintained it wasn’t for them and that they would be unlikely to buy, though a similar proportion said they would buy at least fortnightly.

Pre-trial purchase: 45%

Post-trial purchase: 49%

Better than what’s out there: 43%

New and different: 72%

Overall score: 38/50


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