Tesco Sweet Potato, Paneer & Spinach Bakes
What: Sweet Potato, Paneer & Spinach Bakes
Where: Frozen vegetarian section
When: Launched March 2014
How much: £1.75/220g
Why: The meat-free market enjoyed a surge of interest in the wake of the horsemeat scandal but this appears to have been short-lived, with category sales virtually flat in the 12 months to February 2014 [Kantar Worldpanel]. What little growth there was came from the branded market, with own label in 10% volume decline, flagging up the need for retailers to keep innovating.
Consumer verdict: These frozen bakes impressed our consumer testers with their “eye-catching” packaging. Scores given for taste were above average, and even non-vegetarian testers said they would be keen to buy them. The bakes were commended for being well-seasoned, tasty and relatively healthy. After trying the product, the amount of testers who said they would buy the bakes almost doubled from 42% to 74%. However, they were not free from some criticism - over the ‘hardness’ of the sweet potato and an apparent lack of spinach.
Pre-trial purchase: 42%
Post-trial purchase: 74%
Better than what’s out there: 72%
New and different: 89%
Overall score: 42/50
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