Coyo Coconut Milk Yoghurt Alternative - Salted Caramel
Who: Planet Coconut
What: Coyo Coconut Milk Yoghurt Alternative - Salted Caramel
Where: Flavoured yoghurts/fromage frais
How much: £2/125g
Why: Dairy alternative yoghurts are flying out of chillers, with value sales surging 41.2% in 2016 [Kantar Worldpanel 52 w/e 1 January 2017]. Retailers have helped by increasing their dairy alternative ranging. Tesco more than doubled its SKUs last year and now sells four CoYo products. Since launching six years ago, the brand has unveiled seven different flavours, including mixed berry, raw chocolate and morello cherry.
Consumer verdict: Our consumers had mixed opinions about the packaging, with some calling it “easy to open” and others claiming it was “dull”. After testing, most shoppers said they were unlikely to purchase unless catering for someone with lactose intolerance. The high price point and what some testers called “strange taste” and “sour aftertaste” proved offputting. Almost 70% claimed the product was not for them, in spite of it attracting praise for being “smooth”, “creamy” and “fresh-tasting”.
Pre-trial purchase: 28%
Post-trial purchase: 17%
Better than what’s out there: 31%
New and different: 74%
Overall score: 21/50