Dr Oetker Mug Cake - Chocolate Chip
Who: Dr Oetker UK
What: Mug Cake - Chocolate Chip
Where: Cakes & Pastries
When: Launched June 2015
How much: Rsp: 50p/65g
Why: Time-poor, cake-loving Brits might love baking, but when are they supposed to find the time? Dr Oetker hopes to solve this problem with these sachets, which are simply mixed in a mug with milk and microwaved for 70 seconds. The range, which includes lemon and chocolate flavours, is one of several bakery innovations introduced by the brand this year, along with Surprise Inside Cupcake Centres and cake sprinkles in Sour Power, Salted Caramel and Rose Crystal flavours.
Consumer verdict: Our panel members were intrigued by what they saw as a highly innovative product, while the bright, attractive packaging and good value for money increased appeal. After trying it, though, reactions were more measured, and it rated slightly below average in areas including appearance, taste, texture and smell, as well as recording an overall score just below the category norm. More than 80% said they expected to buy it at least occasionally, however.
Pre-trial purchase: 40%
Post-trial purchase: 43%
Better than what’s out there: 40%
New and different: 80%
Overall score: 35/50
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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