Vanini 62% Dark Chocolate with Rosemary
What: 62% Dark Chocolate with Rosemary
Where: Confectionery (chocolate - block)
When: Launched July 2015
How much: Rsp £2.49 for 100g
Why: Although chocolate confectionery volume sales are down by 3% this year - driven predominantly by growing concerns about our sugar consumption - a shift towards premium brands means the category’s sales value is flat [Nielsen, 52 w/e 10 October 2015]. The upshot of all of this is that the opportunity for an upmarket brand like Vanini is huge. This product is part of a range that also includes two other dark flavours - plain and roasted cocoa nibs - and three milk flavours: plain, orange and Sicilian sea salt.
Consumer verdict: Although our consumers liked the “pretty” and “expensive-looking” packaging, few were tempted by the unusual use of rosemary. The eating experience divided testers, with some saying the flavour was bitter and they were left with dry bits in the mouth; others, however, enjoyed the burst of herby flavour. Purchase intent increased after trial, and almost half thought it would be a good weekend treat - but only one in five expected to buy monthly or more.
Pre-trial purchase: 22%
Post-trial purchase: 35%
Better than what’s out there: 45%
New and different: 89%
Overall score: 37/50
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