M&S Lamb Shoulder Rogan Josh

marks and spencer lamb rogan josh

Who: Marks & Spencer

What: Lamb Shoulder Rogan Josh

Where: Chilled World Foods

When: Launched November 2015

How much: Rsp £5.62 for 525g

Why: In a fresh meat category that has declined in value 3.5%, lamb is one of the worst performers, losing £32m, or 6.6% of its sales [Nielsen 52 w/e 10 October 2015]. Chilled ready meals, on the other hand, are worth £2.6bn - up 3%. While most curry ready meals come in the familiar form of chunks of meat or veg in a sauce, this dish uses a whole joint, offering an alternative to both conventional curry and traditional roast lamb.

Consumer verdict: This product was a winner from the off. The bright, attractive packaging and interesting recipe meant our consumers were keen to try this product. It impressed the majority after testing, with comments that the sauce was nicely balanced and the meat fell apart easily. Some regarded the meat as a little too fatty, resulting in a below-average rating for health. But on all other measures the product rated above average, and it achieved a score only two points below the category maximum. The relatively high price point, however, meant half said they would only buy this on special offer.

Pre-trial purchase: 57%

Post-trial purchase: 56%

Better than what’s out there: 69%

New and different: 78%

Overall score: 41/50