Who: RH Amar
What: Mary Berry’s Mango, Lime & Chilli Dressing
Where: Salad dressing
How much: £2.99/235ml
Why: Mary Berry’s latest fruit-based dressings landed on shelf in May. They hoped to attract younger shoppers to the condiments range with which the former Bake Off star began her fmcg career in 1994. This product is part of a trio, along with Carrot, Orange & Ginger and Pomegranate, created to tap demand for sharper and spicier flavours. The three premium products join seven others in a dressings lineup that has added 15% in value sales to £2.68m [IRI 52 w/e 25 March 2017].
Consumer verdict: The Mary Berry name and mix of flavours generated strong pre-trial interest among many of our consumers - although the premium price point tempered others’ enthusiasm. The product was well received, garnering praise for its “subtle flavour” and “good colour”. However, there was regional polarisation, with shoppers in the North more receptive than those in the South. And in spite of the dressing marketing itself as “versatile”, some people were “not sure what to do with it”.
Pre-trial purchase: 48%
Post-trial purchase: 70%
Better than what’s out there: 84%
New and different: 80%
Overall score: 43/50