Slabs - Mature Cheddar & Onion

slabs cheddar and onion

Who: Great Food Affairs

What: Slabs - Mature Cheddar & Onion

Where: Crisps & bagged snacks

How much: £1.99/80g

Why: While overall take-home value sales of crisps have continued to slump - falling 2.9% year on year to £882.6m - the category’s sharing formats have experienced uplift, adding 3.5% in value to £233.8m as shoppers increasingly take advantage of the ‘big night in’ [Kantar Worldpanel 29 January 2017]. In a crowded market, Slabs’ USP is size: its potato crisps are on average four times thicker than a typical crisp, the brand claims.

Consumer verdict: Many testers believed the packaging would have on-shelf standout, and they found the ‘cooked in olive oil’ claim attractive. However, the premium price point stymied greater pre-trial interest. The crisps divided opinions. Some shoppers praised the flavour and thickness, saying the snack was “really crispy” and “ideal for dipping”, while others complained about the “unappealing smell” and “stale taste”. The product’s final score was nine points below the category average.

Pre-trial purchase: 52%

Post-trial purchase: 38%

Better than what’s out there: 36%

New and different: 73%

Overall score: 32/50