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Who: Mondelez

What: Philadelphia Duo Cremoso Garlic & Fine Herbs

Where: Soft cheese fixture

When: Launched August 2014

How much: rsp £2.49/150g

Why: Launched across Europe this summer by Mondelez, Philadelphia Cremoso is a soft white cheese with a softer, flavoured filling at its centre. The company has high hopes for the product, having invested “significant amounts of money” in developing the technology to create the cheese, which is surrounded by paper packaging and can be lifted out of the tub on to a cheeseboard. Backed by a £2.5m marketing push including TV, it will “change the way people look at soft white cheese,” claimed Mondelez.

Consumer verdict: Presented in attractively designed packaging - that 77% of respondents claimed they would notice in store - this generated a high level of pre-trial interest further boosted by the well-known brand. Served with crackers, the high expectations were met after tasting, with many commenting on the ‘rich, complementary’ flavours, ‘smooth & creamy’ texture and versatility. Ratings for all key measures were above the category norm, and three-quarters claimed they would ‘definitely or probably’ buy.

Pre-trial purchase: 75%

Post-trial purchase: 75%

Better than what’s out there: 59%

New and different: 73%

Overall score: 44/50

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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