Vanini 62% Dark Chocolate with Rosemary

vanini chocolate with rosemary

Who: Vanini

What: 62% Dark Chocolate with Rosemary

Where: Confectionery (chocolate - block)

When: Launched July 2015

How much: Rsp £2.49 for 100g

Why: Although chocolate confectionery volume sales are down by 3% this year - driven predominantly by growing concerns about our sugar consumption - a shift towards premium brands means the category’s sales value is flat [Nielsen, 52 w/e 10 October 2015]. The upshot of all of this is that the opportunity for an upmarket brand like Vanini is huge. This product is part of a range that also includes two other dark flavours - plain and roasted cocoa nibs - and three milk flavours: plain, orange and Sicilian sea salt.

Consumer verdict: Although our consumers liked the “pretty” and “expensive-looking” packaging, few were tempted by the unusual use of rosemary. The eating experience divided testers, with some saying the flavour was bitter and they were left with dry bits in the mouth; others, however, enjoyed the burst of herby flavour. Purchase intent increased after trial, and almost half thought it would be a good weekend treat - but only one in five expected to buy monthly or more.

Pre-trial purchase: 22%

Post-trial purchase: 35%

Better than what’s out there: 45%

New and different: 89%

Overall score: 37/50


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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. 

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