Who: Mornflake

What: Mornflake Top Porridge with added Nutella

Where: Cereal aisle

When: Launched October 2014

How much: £1.19/77g

Why: Porridge continues to be hot stuff both in terms of sales and new entrants to market, but as the fixture becomes more crowded it becomes increasingly difficult to offer a point of difference. Mornflake is providing a USP by tying up with Nutella and Lyle’s Golden Syrup to offer portions of the products in a ‘top hat’ lid on its Top Porridge pots. “We’re bringing something new to cereal while staying relevant to breakfast and maintaining a broad family appeal,” said the supplier.

Consumer verdict: This generated a good level of pre-trial interest, and the option of eating with or without the Nutella intrigued respondents. As with other instant porridges, a key driver was convenience and this met this criterion. However, overall quality and impression suffered, and it achieved an overall score one point below the average for the category. A third of testers said this would not have a role in their lifestyle, but those looking for a substantial breakfast on the go said there was potential for regular purchase.

Pre-trial purchase: 35%

Post-trial purchase: 42%

Better than what’s out there: 33%

New and different: 56%

Overall score: 34/50 

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