Crunchy Nut Porridge
Who: Kellogg’s
What: Crunchy Nut Porridge
Where: Breakfast cereals
When: Launched July 2015
How much: Rsp: £1.99/six sachets or 99p/45g pot
Why: Kellogg’s has targeted young males by extending its Crunchy Nut brand into the hot cereals market with this porridge that contains nuts. It is available in pot format and the sachet format tested here. Kellogg’s will be hoping the launch can revive the fortunes of the Crunchy Nut brand, which has fallen 10% by value in the past year to £78.5m [Nielsen 52 w/e 26 September 2015].
Consumer verdict: This porridge achieved a high innovation rating and, although the appearance of the packaging was felt by some to lack impact, the individual microwaveable sachets and unusual recipe made it an appealing proposition pre-trial. Porridge enthusiasts liked its “thick, creamy” texture, with the nuts adding crunch to the overall eat, and the product compared well with other branded equivalents. The peanut content was a surprise but appealed to adult tastes, as did the added sweetness of honey. However, these characteristics are likely to have led to only one-fifth of respondents describing this product as suitable for children.
Pre-trial purchase: 43%
Post-trial purchase: 50%
Better than what’s out there: 43%
New and different: 89%
Overall score: 36/50
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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