What: Sweet Potato Curry
Where: frozen ready meals
When: Launched February 2015
How much: £3/550g
Why: Iceland teamed up with Slimming World in February to launch a range of 10 frozen ready meals based on the organisation’s Food Optimising eating plan, which encourages the consumption of poultry, fish, grains and fruit. The launch gives Iceland the chance to tap custom from Slimming World’s 700,000 members.
Consumer verdict: The attractive and informative pack design stood out in the freezer cabinet. Nearly 60% of respondents claimed they would notice the product, and the £3 price point further enhanced pre-trial interest. Many were impressed with what was on offer - the product achieved above-average ratings across all key measures and an overall score just one point below the current category maximum. Although particularly popular with respondents aged over 35, this meal was considered by many as being relevant, high quality, affordable and convenient. Purchase intention was also strong - 54% versus a category average of 31% - with one in five testers claiming they would buy it at least fortnightly.
Pre-trial purchase: 43%
Post-trial purchase: 55%
Better than what’s out there: 57%
New and different: 68%
Overall score: 42/50
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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