Hartley’s Fruit Whips - Apricot
Who: Hain Daniels Group
What: Fruit Whips - Apricot
Where: Cold desserts
When: Launched June 2015
How much: Rsp 60p for 59g
Why: Better known for its jams and jellies, Hartley’s has introduced a range of packet dessert mixes, which are made by whisking with milk to create a pudding reminiscent of Premier Foods’ Angel Delight. Along with the apricot flavour tested here, the range also includes strawberry and banana.
Consumer verdict: The brightly coloured packaging and well-known Hartley’s brand name generated a good level of engagement with the product, which many of our panellists thought had a retro vibe. Despite this, and helped by the fact it contained real fruit, the majority of testers also thought it brought something new to the category, and it scored above average on health. Consumers were strongly divided by both region and age, with enthusiastic Northerners awarding a perfect score to the product, and adults much more appreciative than kids. Thanks to its convenient format and good value for money, the dessert scored four points above the category norm, and more than a third of our testers said they would buy it at least fortnightly.
Pre-trial purchase: 54%
Post-trial purchase: 58%
Better than what’s out there: 54%
New and different: 62%
Overall score: 40/50
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