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Who: Waitrose

What: Love Life Beef Feijoada Soup

Where: Chilled soups

When: Launched November 2014

How much: £2.79/600g

Why: Launched as part of Waitrose’s Love Life range of healthy, low-fat recipes, this soup is based on a Portuguese stew made with beans and either beef or pork. The Waitrose version contains beef, black turtle beans and red kidney beans.

Consumer verdict: This soup attracted a good level of pre-trial interest, although the subtle pack design was in danger of being overlooked in the chiller cabinet, with only 39% claiming they would probably or definitely notice it. Respondents were impressed with the soup when they sampled it and - despite a few concerns over a perceived lack of beef - considered it substantial, spicy, warming and pleasant. It achieved above-average ratings for key measures, with only “value for money” limiting the overall score, which was still above the category average. Nearly 30% of testers claimed they would buy it at least monthly, although the same percentage said they would only buy if it was on special offer.

Pre-trial purchase: 31%

Post-trial purchase: 49%

Better than what’s out there: 51%

New and different: 84%

Overall score: 39/50

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. 

Tel. 01223 492 050 Email: Info@CambridgeMR.com

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