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Who: All About Food

What: The Hairy Dieters Lamb Saag Curry

Where: Ambient cooking sauces

When: Launched August 2014

How much: £1.99/275g pouch

Why: In the summer of 2012, TV chefs Dave Myers and Si King, aka The Hairy Bikers, took on the challenge of losing 2½ stone in three months - which they both achieved. Following this success, a range of products was launched under The Hairy Dieters brand, including cooking sauces. The Lamb Saag is part of a range of three ‘Fakeaway’ curry sauces - the others are Chicken Korma and Chicken Tikka Masala - which were launched exclusively into Asda this summer.

Consumer verdict: Pre-trial, many testers considered this product interesting and intriguing, with the “fun, bright” pack design aiding engagement levels. Cooked with lamb as directed, the resulting dish was, however, a disappointment for some, with criticisms such as “too processed, tastes sour and too gloopy.” Although the concept was perceived as healthy and novel, one in five testers said they would never buy it, and those who would do so said they were likely to only buy occasionally. Overall, the sauce scored slightly below the category average.

Pre-trial purchase: 42%

Post-trial purchase: 40%

Better than what’s out there: 45%

New and different: 81%

Overall score: 37/50

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. 

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