Marks & Spencer Milk Chocolate Cookie Dough Bites
Who: Marks & Spencer
What: Milk Chocolate Cookie Dough Bites
Where: Sweet biscuits
How much: £2/140g
Why: The biscuit category has seen £25.5m wiped off its value sales over the past year [Nielsen 52 w/e 8 October 2016]. Supermarket shoppers continue to avoid sugar, and when they fancy a sweet treat, they choose something either more indulgent or healthier than the norm. This own-label offering ticks the indulgence box, featuring pieces of cookie dough wrapped in milk chocolate. It also caters to the trend for sharing formats.
Consumer verdict: Nearly half our triallists were “definite” buyers before and after tasting. The “good sized pieces” were “too good to share”, according to some, while others commented on the “amazing taste”. Apart from wanting a bigger bag, most consumers did not fault the product and could imagine buying it as a biscuit/confectionery alternative to share with family and friends. More than 60% rated the bites as excellent, and only 2% said the product wasn’t for them, claiming that too many portions could become “sickly”.
Pre-trial purchase: 86%
Post-trial purchase: 84%
Better than what’s out there: 78%
New and different: 92%
Overall score: 47/50