acid test branston chutney

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Who: Mizkan Euro

What: Branston Caramelised Onion Chutney

Where: Ketchups/pickles/relishes

When: Launched October 2014

How much:£1/290g

Why: Mizkan Euro extended the brand into chutneys last October with a Mediterranean Tomato chutney and the Caramelised Onion product tested here. Mizkan said it hoped the range would become a beacon brand for the chutney category and increase chutney market penetration from the 21% it was at the time of launch. 

Consumer verdict: The strong brand appeal and competitive £1 price point helped generate good levels of pre-trial interest. High expectations were met after sampling, with testers praising the “lovely, tangy” flavours and “chunky” texture. Despite a few suggesting the “vinegary aftertaste” was a distraction, there was limited impact on key measure ratings, which were just three points off the maximum. Almost three-quarters of testers claimed they would definitely or probably buy, compared with a typical category score of 47%. The nature of the product limited frequency of purchase, however.

Pre-trial purchase: 73%

Post-trial purchase: 72%

Better than what’s out there: 73%

New and different: 66%

Overall score: 47/50 

 

 

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