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?
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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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