Waitrose Yoghurt and Sorbet Splits

Who: Waitrose

What: Yoghurt and Sorbet Splits - Blackcurrant, and Mango & Passion Fruit

Where: Frozen desserts

When: Launched March 2015

How much: £2.50/8x50ml

Why: Sophisticated offerings are hot stuff in Britain’s freezers, with adult brands such as Magnum and Solero booming (up 6.4% & 30.8% respectively [IRI 52 w/e 28 February 2015]).

Consumer verdict: This was an attractive proposition for many ahead of trial. More than half our testers agreed this brought something novel to the fixture and, after tasting, nearly two-thirds felt it offered something better than the competition. For many, high expectations were met, with an appreciation for the “refreshing, fruity flavours”. And, despite a few claiming they “were not as good as Solero”, above-average ratings were achieved across many key measures, with only packaging and appearance slightly below. Post-trial purchase intent rose significantly over the pre-trial level, with 73% claiming they would definitely or probably buy compared with a 48% norm for the category.

Pre-trial purchase: 47%

Post-trial purchase: 73%

Better than what’s out there: 63%

New and different: 57%

Overall score: 42/50