Napolina Stir Through Pasta Sauce - Marinara
What: Stir Through Pasta Sauce - Marinara
Where: Tomato pasta cooking sauces
How much: £1.59/175g
Why: Pasta sauces are struggling. With more Brits opting for freshness and avoiding options high in sugar and salt, ambient cooking sauces have lost 4.8% in value [Nielsen 52 w/e 8 October 2016]. This Napolina product hopes to buck the trend through its claim of ‘authenticity’, in a range inspired by different regions of Italy that also features Arrabbiata and Puttanesca variants. The Marinara sauce includes anchovies, capers and extra virgin olive oil.
Consumer verdict: Initial interest was limited among our shoppers, despite the well-known brand name and convenient carton format. Some considered the price too high, but others thought the product looked “tempting” and typically Italian. After tasting, consumers were concerned the pack was too small for two people, and most were disappointed with the flavour. Some commented on the “full flavour”, but others criticised it for being “bland” with a “weird taste”, with 49% saying it was not for them.
Pre-trial purchase: 18%
Post-trial purchase: 14%
Better than what’s out there: 12%
New and different: 39%
Overall score: 27/50