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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