Asda Cake Pop Kit
What: Have a Magical Christmas - Cake Pop Kit
Where: Individual cakes & pastries
When: Launched September 2015
How much: Rsp: £2.50/205g
Why: After years of weak sales, the cakes category is in healthy growth thanks, in a big way, to a strong showing from category leaders Mr Kipling and Cadbury, both up 7% [Nielsen 52 w/e 3 October 2015]. But despite The Great British Bake Off continuing to inspire consumers, the home baking category was down 1.7% in the year to May to £725.9m [IRI 52 w/e 23 May 2015]. This kit, which provides everything needed to make your own Christmas tree cake pops, offers a middle ground between ready-to-eat and full DIY.
Consumer verdict: With seven out of 10 of our consumers calling this kit ideal for kids, it went down a storm in every respect. The brightly coloured festive packaging and inventive idea created a lot of initial engagement, and the finished pops were rated highly on taste, texture and appearance, although a few adult testers were disappointed by the chocolate flavour. Any objections were generally overcome by the novelty, however, and the kit was seen as a fun product for participants, with 36% of our panellists said they would definitely buy this.
Pre-trial purchase: 64%
Post-trial purchase: 62%
Better than what’s out there: 64%
New and different: 87%
Overall score: 45/50
What is Fast Foodfax?
It is a subscriber service that has been running for more than 30 years, offering consumer assessments of new products and allowing comparisons with more than 17,000 products from our database. It is objective, impartial and totally independent, and each product is assessed using original consumer feedback from respondents across the UK. See here for further information. 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.
Tel. 01223 492 050 Email: Info@CambridgeMR.com