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Who: Tesco

What: Chicken Pad Thai Christmas Parcels

Where: Frozen

When: September 2014

How much: £2/216g

Why: Own-label is driving the growth in the world foods markets, with almost 50 lines added to the ready meals category in the 12 months to August this year. Thai is performing behind the overall market, at 1.8% value growth versus 5.8%.Tesco will be hoping this frozen addition to its Christmas party food range can add some heat to the world foods category.

Consumer verdict: A hit with our testers, these frozen parcels scored just one point below the current highest score recorded in the category. “Eye-catching packaging” appealed, while the taste and texture were generally well received. Some said the filling tasted like “Chinese spring rolls”, though some felt the flavour was somewhat indistinct. Despite such minor reservations, many were very impressed overall and this is likely to be a success at Christmas parties. However, its appeal was not limited to parties: a third of testers claimed they would buy at least fortnightly.

Pre-trial purchase: 70%

Post-trial purchase: 67%

Better than what’s out there:50%

New and different: 87%

Overall score: 46/50

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: Info@CambridgeMR.com

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