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Who: Sainsbury’s

What: Taste the Difference Lamb & Mint Quarter Pounder Burgers

Where: Frozen meat

When: Launched May 2014

How much: rsp: £3/454g

Why: With some consumers perceiving lamb as more expensive than other red meats, offering it in a convenient format at an affordable price point is a savvy move on Sainsbury’s part. Satisfied consumers might also be encouraged to buy cuts of lamb after enjoying the meat in this format.

Consumer verdict: These were distinctively presented and, by offering an interesting twist on the traditional beefburger, prompted a high level of pre-trial interest, with nearly three-quarters of our testers claiming they would notice them in the freezer. Grilled from frozen, these burgers continued to impress after tasting, although the inclusion of mint created some polarisation and, for a few, the texture was “too dry.” But this didn’t prevent the burgers achieving a very good overall score only three points shy of the maximum. A third of respondents said they would buy the burgers at least fortnightly.

Pre-trial purchase: 74%

Post-trial purchase: 82%

Better than what’s out there: 76%

New and different: 65%

Overall score: 47/50

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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