Nestlé Shredded Wheat Cherry Bakewell
Who: Cereal Partners
What: Shredded Wheat Cherry Bakewell
Where: Ready-to-eat cereals
When: Launched August 2015
How much: Rsp £2.49 for 360g
Why: Cereal isn’t in a happy place - with consumers struggling to find the time to eat breakfast, or opting for protein-rich options, the category is down 2.8% in volume and 4.7% in value [Nielsen 52 w/e 10 October 2015]. Despite its ‘no additives’ credentials, Shredded Wheat is faring worse than many - it’s down 11.1% to £36.0m, on volumes down 6.6%. This is one of two pudding-inspired flavours launched, along with Apple Crumble.
Consumer verdict: Although the relatively high price point was a barrier for some of our consumers, this proved to be the only niggle - after testing, the responses were overwhelmingly positive. They thought the filling was “very tasty” with a good balance of sweetness, and also liked the attractive design and resealable pack. Post-trial, a third of respondents said they definitely expected to buy, while more than half said they would recommend it. About the same number said it was a good fit for a midweek breakfast, and for kids.
Pre-trial purchase: 36%
Post-trial purchase: 62%
Better than what’s out there: 71%
New and different: 81%
Overall score: 43/50
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