Who: Birds Eye
What: Birds Eye Stir Your Senses - Gnocchi con Gorgonzola e Spinaci
Where: Frozen ready meals
When: Launched March 2015
How much: Rsp: £2.99/350g
Why: The single-serve Stir Your Senses range comprises eight dishes inspired by cuisines from around the world. Prepared in a pan in under 10 minutes, the meals offer “quick and fuss-free” cooking, says the supplier. The brand is hoping to breathe new life into a total frozen ready meals category down 6.2% to £358.4m [Nielsen 52 w/e 11 October 2014].
Consumer verdict: These gnocchi with Gorgonzola cheese & spinach were an attractive pre-trial proposition for many. For the majority, the product continued to impress after sampling and above-average ratings were achieved across all key measures, resulting in an overall score just three points below the current maximum. A fifth of testers maintained this recipe was not for them and they would never buy, but the majority regarded it as a viable good-quality midweek meal or freezer standby. Many agreed it had brought something new to the category and was better than the competition.
Post-trial purchase: 69%
Better than what’s out there: 67%
New and different: 85%
Overall score: 44/50
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