What: Vegetarian Red Pepper & Chickpea Brazilian Grills
Where: frozen aisle
When: Launched May 2014
How much: £1.58/240g
Why: These grills - sold under the Asda Chosen By You banner - were launched in May as part of the retailer’s summer food and drink range. They were among a number of new Asda products with a South American flavour - including Brazilian Steak Pizza and Pina Colada Roulade - designed to tap World Cup excitement.
Consumer verdict: Competitive pricing and being seen as ‘new and different’ by more than 80% of testers helped this product achieve a good level of pre-trial interest. Tested among a non-targeted sample - as opposed to a dedicated vegetarian panel - many respondents were impressed, and the grills achieved an overall score seven points above the category average. Comments included “lovely, crunchy coating” and “excellent vegetarian dish.” Purchase intent increased 20 points over the pre-trial level, and one in five testers said they would consider buying at least fortnightly.
Pre-trial purchase: 29%
Post-trial purchase: 49%
Better than what’s out there: 47%
New and different: 83%
Overall score: 38/50
What is Fast Foodfax?
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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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