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Who: Waitrose

What: Mini Belgian Chocolate Ice Creams

Where: Freezer

When: April 2014

How much: £2.50/8 x 50ml

Why: Minis have been big news in the ice cream category in recent years, with major brands including Magnum and Fab embracing the trend, as well as retailers through their own label ranges. Consumers feel less guilty about having a smaller treat, while suppliers and retailers can enjoy the added value smaller formats offer.

Consumer verdict: Despite plenty of enthusiasm for these mini ice creams, purchase decreased slightly after our respondents tried it, with some saying they had been left with a bitter aftertaste. However, even with the drop in purchase intent, more than half the testers maintained they would buy the product, and almost two thirds said it would make an ideal weekend treat. Overall, attitudes towards the product remained largely positive throughout trials and almost half the test group said it was better than other options on the market.

Pre-trial purchase: 58%

Post-trial purchase: 54%

Better than what’s out there: 45%

New and different: 44%

Overall score: 40/50


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.
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