Pastella Fresh Vegetable Pasta with Broccoli & Peas
Who: Orkla
What: Fresh Vegetable Pasta with Broccoli & Peas
Where: Chilled Pasta
When: November 2015
How much: Rsp £1.50 for 250g
Why: With health concerns informing an increasing number of shopping choices, alternatives to starchy durum wheat pasta have grown in popularity. Popular options include spiralised veg and noodles made from tofu or konjac flour. This Nordic innovation, however, incorporates broccoli and peas into pasta dough, so that the tagliatelle-style strips - which cook in one minute - are about 40% green vegetables and high in protein.
Consumer verdict: The product was novel and offered good value for money, according to our panel of consumers, while the extremely short cooking time added considerably to its appeal as a convenient choice for family meals. Healthy eaters and vegetarians would benefit from this twist on plain pasta, and family respondents saw its potential as a tasty way to get their children to eat greens. Some found the pasta “too thick”, “quite bland” and lacking a vegetable flavour, but a larger proportion of testers thought it tasted “fresh” and no different from regular pasta.
Pre-trial purchase: 42%
Post-trial purchase: 48%
Better than what’s out there: 56%
New and different: 71%
Overall score: 39/50
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