What: Walkers Market Deli Tortilla Chips - Roasted Red Chilli with Mediterranean Tomato
Where: Bagged snacks
When: Launched May 2014
How much: £2.39/165g
Why: Walkers has previously struggled to crack the premium snacks market, with its Red Sky crisps - which did not carry Walkers branding - failing to gain long-term traction. Market Deli is a more credible attempt, with stylish branding that includes the Walkers logo (albeit subtly) and a range that contains tortilla and pitta chips as well as traditional potato crisps. The tortilla chips even contain ancient grains, such as millet and buckwheat, to help woo the foodies.
Consumer verdict: Expectations were high, with our testers liking the eye-catching packaging and the trusted Walkers brand. And it mostly lived up to these expectations, with only a few minor niggles from our testers such as “could have been spicier.” The majority, however, agreed the product offered good quality at an affordable price, and high ratings resulted in an overall score of 44 - five points above the category average.
Pre-trial purchase: 69%
Post-trial purchase: 67%
Better than what’s out there: 52%
New and different: 59%
Overall score: 44/50
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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