Carrot Cake Flavoured Yoghurt
What: Carrot Cake Flavoured Yoghurt
Where: Yoghurts/fromage frais
When: Launched October 2015
How much: Rsp: 60p for 100g
Why: Yoghurts and chilled desserts are increasingly big business - Brits spent £2.8bn on them last year, an increase of 1.5% [Kantar 52 w/e 3 January 2016]. Products offering consumers a luxurious eating experience have seen lots of activity: gourmet yoghurt brand The Collective this week launched a new luxury line-up comprising Russian Fudge, Choccy Orange and Coffee, and The Coconut Collaborative last month launched its first dessert pots. This product is part of a dessert-inspired range that also includes Raspberry Doughnut and Marmalade On Toast flavours.
Consumer verdict: The packaging went down poorly with our consumer panellists, who thought its colour and design suggested a toffee flavour. It also received a negative response after testing, with comments that it also tasted of toffee, with the carrot cake flavour hard to detect. Rating below average on all key measures; it scored poorly in a category with a norm of 42. Almost half of testers said it was “not for me” and just 17% expected to buy it more than occasionally.
Pre-trial purchase: 22%
Post-trial purchase: 22%
Better than what’s out there: 24%
New and different: 76%
Overall score: 30/50