Who: Walkers Snack Foods

What: Sunbites Crackers & Caramelised Red Onion Chutney

Where: Savoury snacks

When: Launched January 2015

How much: £1.49/116g

Why: PepsiCo-owned Walkers this year extended its growing Sunbites bagged snack brand into the savoury biscuits market with crackers, pitta bakes and Crackers & Dip, which comes in a box with a 36g bag of salted crackers and an 80g tub of dip in two varieties: Sundried Tomato & Roasted Red Pepper Salsa and Caramelised Red Onion Chutney.

Consumer verdict: The attractive presentation and the trusted Walkers branding helped generate high levels of pre-trial interest and engagement, with nearly 80% agreeing this snack option had brought something new and different to the fixture. After testing, high expectations were met, with many appreciating the “crunchy, crispy” crackers and the “lovely flavoured” chutney. Only a few considered the chutney was “a little too sweet” but despite such concerns, the impact on key measure ratings was minimal and an above-average overall score was achieved.

Pre-trial purchase: 43%

Post-trial purchase: 45%

Better than what’s out there: 55%

New and different: 79%

Overall score: 39/50

CMR Foodfax

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. 

Tel. 01223 492 050 Email: Info@CambridgeMR.com

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