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Who: Yorkshire Provender
What: Smoky Mediterranean Vegetable & Halloumi Meal Pot
Where: Chilled ready meals
When: Launched July 2014
How much: rsp: £3.29/300g
Why: Yorkshire Provender first rolled out meal pots over a year ago under sub-brand Incredibles, and this summer relaunched them under its core label in a bid to give them greater traction and reach. The new SKUs come in a 300g format and three variants: chicken & wild rice with linseed & chia; Moroccan chicken & butternut squash with goji berries; and the Mediterranean vegetable & halloumi flavour tested here.
Consumer verdict: This 300g pot was attractively packed and presented, encouraging a good level of pre-trial engagement, and is unlikely to be missed in the chiller. The promise of two of your 5 a day was another incentive to try, further adding to the interest. Nearly 80% of respondents felt the product was convenient and versatile. The meal pot had more supporters than critics when it came to product delivery, with comments including “good combination of flavours” and “looks nice.” Quality was reflected in a rise in post-trial purchase intent, and 47% of respondents said they would definitely or probably buy it.
Pre-trial purchase: 30%
Post-trial purchase: 47%
Better than what’s out there: 51%
New and different: 79%
Overall score: 37/50
What is Fast Foodfax?
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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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