Who: Greencore
What: Cinnamon Kitchen Kerala Curry Sauce
Where: Chilled cooking sauces
When: Launched December 2014
How much: £2.29/300g
Why: Greencore last year partnered with Indian restaurant Cinnamon Kitchen to launch a range of four premium chilled cooking sauces - Cashew Nut Korma, Tomato & Fenugreek Makhani, Goan Spiced Vindaloo, and the Kerala Curry tested here.
Consumer verdict: This chilled sauce came in a distinctive pack, prompting many to claim they would notice it in the chiller cabinet. Pre-trial interest was limited by the premium price point, however, with some testers suggesting it was “quite expensive for just a sauce”. The major concern was the level of heat, which was too strong and overpowering for many, limiting many key measure ratings and, ultimately, the overall score. Also factoring in the premium price and positioning, this prompted one in five to claim they would only buy it if it was on special offer, though almost 40% said they would be tempted to buy at least once a month.
Pre-trial purchase: 35%
Post-trial purchase: 41%
Better than what’s out there: 34%
New and different: 59%
Overall score: 37/50
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
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