Iceland Lamb Doner Quarter Pounders



Who: Iceland

What: Lamb Doner Quarter Pounders

Where: Frozen burgers

When: Launched May 2015

How much: £2/454g

Why: Launched in time for barbecue season, these Iceland burgers contain 63% lamb and are seasoned with chilli and spices including cumin and black pepper. Cooked from frozen, they can be grilled or fried in about 15 minutes and baked in about 25.

Consumer verdict: These frozen Lamb Doner Quarter Pounders were presented in an attractive box and initial interest was good. There were marked regional differences in scoring; the burgers got a good reception in the North and scored 42 out of 50 as consumers praised the taste and “surprisingly lean” product. It scored just 25 in the Midlands, however, as testers raised concerns over the “odd, spongy texture” and high level of spiciness. Overall, the product scored slightly below the category average of 36/50. About a third of testers said they would buy this at least fortnightly, although a similar proportion said it was not for them and they would never buy it.

Pre-trial purchase:38%

Post-trial purchase:45%

Better than what’s out there:48%

New and different:55%

Overall score: 33/50