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Who: Asda

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?

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. 

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