Waitrose 1 Honey, Cashew & Toasted Coconut Muesli
What: Waitrose 1 Honey, Cashew & Toasted Coconut Muesli
Where: Muesli & granola
How much: £4.10 for 550g
Why: It’s a tough time for cereal. The category has seen £51.8m wiped off sales, reaching its lowest value in five years as the result of price deflation and sugar-averse shoppers buying less [Kantar Worldpanel 52 w/e 11 October 2016]. In ready to eat, branded products have suffered the most, while own label is on an even keel. This product is part of a Waitrose 1 range that includes Flower Petal and Coffee, Date & Chocolate variants.
Consumer verdict: The high price deterred some of our testers, as did the “boring” pack design. Nevertheless, expectations remained high. Sampling proved divisive, however, with some consumers expressing disappointment in the “bland” flavour and lack of fruit. Others enjoyed the “good mix of ingredients”, believing the cereal to be “healthy” and “filling”. The product’s final score was 10 points below the category norm, and of our shoppers tempted to buy, most said they would do so only on special offer.
Pre-trial purchase: 33%
Post-trial purchase: 20%
Better than what’s out there: 28%
New and different: 59%
Overall score: 30/50