Download the full report

Who: Tesco

What: Cheese Twists

Where: Biscuits/crackers

When: Launched June 2014

How much: £1.19/72g

Why: Making an impact on shelf in the crowded biscuits and crackers aisle isn’t easy - but Tesco has succeeded in doing so by packaging these twists in a cup rather than the usual bag or box. The format has also helped Tesco charge a premium for the twists over many rival products in the category.

Consumer verdict: Billed as ‘flaky pastry mini twists with Gruyere cheese,’ these are presented in a waxed cup-style container that prompted a good level of pre-trial interest. High expectations were met for the majority of testers, with many commenting on the “crunchy” texture and “fresh, flavoursome” taste. For a few, however, this product was “a bit dry” and “not cheesy enough.” These criticisms failed to make much of an impact on ratings, which for the majority of criteria were above category averages - and the overall score of 41 out of 50 was above the norm for products of this type. Six out of 10 testers said they would definitely or probably buy the twists.

Pre-trial purchase: 48%

Post-trial purchase: 57%

Better than what’s out there: 43%

New and different: 57%

Overall score: 41/50

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: