Who: Tesco
What: Jaffa Cake
Where: Frozen desserts
How much:£2 for 430g
Why: In frozen desserts, own label is way out in front. Supermarkets’ lines are up 3.5% in value to £274.7m on volumes up 8.6%. With an average price of £1.80, they’re more expensive than their branded rivals - which have plunged 17.2% in value to £46m. Volumes are down 17.3%, while average price is £1.47 [Kantar 52 w/e 27 January 2019]. Capitalising on the success of private label is this biscuit-inspired cake from Tesco.
Consumer verdict: There was much excitement about this product from the off - and it scored well above the overall category norm. In the key measures, only the packaging scored poorly, with shoppers saying its design did not reflect the quality of the contents. The cake itself received an abundance of praise. Consumers described it as “scrummy”, “amazing” and “beautiful”. It had “great flavour” and “light and fluffy” texture. Only a small percentage of people were critical, calling it “very disappointing” and “odd”.
Pre-trial purchase: 65%
Post-trial purchase: 77%
Better than what’s out there: 77%
New and different: 67%
Overall score: 47/50
Interested in own-label? The Grocer Own Label Accreditation Scheme allows UK retailers to gain independent consumer approval of their products and a robust, objective analysis of their quality and purchase intent.
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