Filippo Berio Sun Dried Tomato Crostini
Who: Filippo Berio
What: Filippo Berio Sun Dried Tomato Crostini
Where: Savoury biscuits
How much: £1.99/100g
Why: The savoury biscuits category suffered a dip last year, seeing value sales fall 1.9% to £426.8m on volumes down 2.9% [Nielsen 52 w/e 9 September 2017]. Often positioned as healthier baked alternatives to fried potato crisps, savoury snack brands found themselves under pressure from other better-for-you snacks such as popcorn. Into this tough environment in May came the first snack range from Filippo Berio, the UK’s leading oil brand. This tomato variant is one of five.
Consumer verdict: The Filippo Berio name generated a great deal of pre-trial interest among our consumers - as did the “bright” and “eye-catching” pack. On tasting, most appreciated the “good-sized biscuit”, “beautiful flavour” and “crispy” texture. The snack was “easy to eat” and “great for dipping or with meat and cheeses”. In spite of the enthusiasm, the premium price point proved a major obstacle to the product becoming a regular item for many of our shoppers - and it was seen as more of an occasional buy.
Pre-trial purchase: 47%
Post-trial purchase: 61%
Better than what’s out there: 63%
New and different: 61%