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Who: Kerry Foods
What: Levi Roots Caribbean Hot Chilli Beef & Seasoned Rice
Where: Chilled ready meals
When: Launched June 2014
How much: rsp: £3.30/450g
Why: This dish is one of seven launched exclusively into Tesco this summer, marking the return of Levi Roots’ chilled ready meals to the retailer following their delisting in 2013 and replacement with own-label equivalents. “Big up to Tesco for having the heart to admit they got it wrong,” said Roots on Tesco relisting his meals. “They had their own-label equivalent going for a year but were willing to say, ‘We’d love to have you back’.”
Consumer verdict: Levi Roots’ chilli beef ready meal hit all the right notes with our testers and achieved a new highest score for the category that was two points above the previous record. The easily recognisable pack design helped attract a good level of pre-trial interest, while strong scores for taste, texture and smell prompted 60% of respondents to say they would definitely or probably buy - almost double the norm - and one in five suggested they would buy on a regular basis.
Pre-trial purchase: 42%
Post-trial purchase: 60%
Better than what’s out there: 70%
New and different: 81%
Overall score: 43/50
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.
Tel. 01223 492 050 Email: Info@CambridgeMR.com
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