Who: Bettys & Taylors of Harrogate
What: Taylors of Harrogate - Praline Especial Brazil
Where: Hot beverages
How much: £4/227g
Why: Taylors of Harrogate rolled out this product in late February, as part of a single-origin range to tap shoppers’ desire for posh ground coffees offering “new and exciting flavours and experiences”. Part of a six-strong lineup, it sits in a coffee category that has seen take-home value sales remain more or less static at -0.3%, making it worth £1,137.6m. However, ground options have enjoyed a 2.8% lift (£4.7m) to £171.7m, on volumes up 2.6% [Kantar Worldpanel 52 w/e 21 May 2017].
Consumer verdict: The “elegant” packaging sparked considerable pre-trial interest among our shoppers. Expectations of a hazelnut flavour hit, promised on the front of pack, were high. But many were disappointed on tasting, saying the praline was barely detectable. The beverage was praised as “smooth” and “round” with little bitterness, but was “just like any other filter coffee”. As such, our consumers largely felt the coffee did not offer value for money. The blend achieved an overall score just shy of the category norm.
Pre-trial purchase: 43%
Post-trial purchase: 34%
Better than what’s out there: 43%
New and different: 57%