Who: General Mills
What: Green Giant Express Sweetcorn
Where: Ambient vegetables, pasta, beans & pulses
When: Launched November 2014
How much: £1/205g
Why: Brand owner General Mills has promised to deliver “the same crisp flavour of Green Giant canned sweetcorn” with this microwave pouch version that it claims is a first to market. Launched last November, it is available in two variants - Original and Salt Free - in a 205g pouch that serves two portions. “We are confident it will widen the brand’s appeal to new consumers,” said General Mills at the time of launch.
Consumer verdict: This sweetcorn attracted a good level of pre-trial interest. Testers felt it delivered the quality they would have expected from the more traditional canned product, and many praised the “fresh, sweet buttery” taste and “juicy, succulent” textures. Offering convenience and versatility, and with the only downside a slight price premium over tinned corn, sales potential was high and more than 50% of testers claimed they would buy it regularly. It was viewed as better than the competition and achieved an overall score just two points off the current category maximum.
Pre-trial purchase: 63%
Post-trial purchase: 72%
Better than what’s out there: 62%
New and different: 72%
Overall score: 47/50
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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