Tesco Simply Bake Hoki Fillets in Lemon & Herb Butter

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Who: Tesco

What: Hoki Fillets in Lemon & Herb Butter

Where: Frozen fish aisle

When: Launched March 2014

How much: £3/284g

Why: In 2011, two years after Birds Eye rolled out its first Bake To Perfection lines, Tesco followed suit with own-label bake-in-the-bag range Simply Bake. Today, with chilled fish nibbling away at the frozen market - down 1% by volume year on year [Kantar Worldpanel 52 w/e 2 March 2014] - innovation, such as the use of less familiar fish, may help to reignite consumer interest in frozen.

Consumer verdict: The convenience and ease of cooking helped boost pre-trial interest in this ‘Simply Bake from Frozen’ product, and testers felt the sauce and use of hoki fillets instead of more familiar species made the dish stand out. Testers enjoyed the “firm, meaty” texture and the aromatic herb and zesty lemon flavours - although some criticised the sauce’s “oily mouthfeel.” Despite that, interest rose following trial and the dish ended up with an overall score fractionally above the category norm. One third said they would only buy it on special offer.

Pre-trial purchase: 37%

Post-trial purchase: 52%

Better than what’s out there: 48%

New and different: 52%

Overall score: 37/50


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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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