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Who: Marks & Spencer

What: Made Without Wheat Quiche Lorraine

Where: Chilled savoury fixture

When: Launched May 2014

How much: £3/400g

Why: With 55% of UK shoppers buying free-from products [Kantar Worldpanel 52 w/e 14 April 2014], retailers have been increasing the presence of free-from lines - and particularly wheat and gluten-free - in their stores. In the case of M&S, this has included the creation of the Made Without Wheat range, which features products such as bread, sandwiches and cakes.

Consumer verdict: While understated, the packaging attracted a good level of pre-trial interest, with the M&S branding a strong incentive for our respondents. Tested by a non-targeted sample - as opposed to those who must maintain a wheat-free diet - this quiche surprised many, with respondents enjoying its “crisp and light” pastry, and purchase intent almost doubled after tasting. At £3, this was not considered as expensive as expected, but was still not competitive compared with non gluten-free options. The quiche achieved an overall score one point above the category norm.

Pre-trial purchase: 28%

Post-trial purchase: 52%

Better than what’s out there: 65%

New and different: 52%

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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