Tesco Frozen Smoothie - Apple, Pear & Kiwi
What: Frozen Smoothie - Apple, Pear & Kiwi
Where: Family sized ice creams/frozen yoghurts
How much: £2/500ml
Why: Ice cream was up £31.7m in values sales in 2016 as Brits attempted to cool off during a raft of heatwaves [Nielsen 52 w/e 8 October 2016]. In the tubs subcategory, brands were the winner as they satisfied demand for indulgent variants. Own label, meanwhile, was frozen out of such success, seeing year-on-year sales run more or less steady. This Tesco sharing option is part of a range that includes Strawberry, Mango & Banana, and Strawberry, Raspberry & Blackcurrant variants.
Consumer verdict: Though some of our triallists considered the flavour combination unusual pre-trial, they found it “fresh” and “fruity” with a “smooth, creamy” consistency and a “pleasant aftertaste”. Older shoppers in the North were impressed by the product the most. More than 30% of respondents said that they would “definitely” buy the Tesco product, which was also praised for its value for money and “bright, summery” packaging, scoring three points above the category norm.
Pre-trial purchase: 46%
Post-trial purchase: 60%
Better than what’s out there: 63%
New and different: 83%
Overall score: 43/50