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Who: Tangerine Confectionery
What: Butterkist Pop’n’Pour Chocolate Microwave Popcorn
Where: Bagged snacks
When: Launched May 2014
How much: £1.50/2x50g
Why: As the number of popcorn suppliers continues to grow, established players are looking to offer a point of difference from their rivals. In the case of Butterkist, this has included the launch of microwaveable Pop ‘n’ Pour lines in chocolate and chocolate orange flavours. Each pack contains two bags of plain popcorn and two sauce sachets. The popcorn is popped in the usual way, and the sauce warmed in water before being poured over.
Consumer verdict: Pop ‘n’ Pour generated a low purchase intent score ahead of tasting, with the pack described as ‘boring’ and in danger of failing to stand out on shelf. Good product delivery helped push purchase intent up almost 20 points after trial, however, though there were some concerns over the ‘messy’ nature of the chocolate sauce. More than half the consumers who tested the popcorn said they would “definitely” or “probably” buy it.
Pre-trial purchase: 32%
Post-trial purchase: 51%
Better than what’s out there: 40%
New and different: 89%
Overall score: 39/50
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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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