Will it stand out in store? How do we compare with the competition? Are we offering value for money? Brands need to be asking themselves questions like this daily. So we asked our digital panel to give answers for four recent premium crisp launches. Here’s how they stack up…
This article is part of our Bagged Snacks Digital Feature 2015.
Tyrrell’s Red, White & Blue
A disappointing performance for Tyrrell’s Red, White & Blue with our consumer panel divided on nearly every factor. One thing they could agree on was that £2.99 was far too “extravagant” for something that tasted like “regular crisps”. The novelty colours were off-putting to some who questioned how Tyrrell’s make crisps blue (actually they’re made with Victorian spud, the Salad Blue) while others thought they’d be perfect for displaying at parties. Half of our panel would buy again.
Walkers Market Deli
Despite being unrecognisable as a Walkers crisps, the Market Deli range was a hit. It’s simple but premium packaging was favourably received as the panel praised Walkers for making the bag stand up as well as being re-sealable, just in case you didn’t finish the sharing bag in one sitting. “Better quality than your average crisp” claimed one panellist while others were delighted at how “beautifully crunchy” they were. They’re prepared to pay for the quality as well as three out of four would buy them again.
Burt’s Lentil Waves
Burt’s made waves with our consumer panel. After an uncertain start – “the packaging is appealing but the crisps don’t look very nice,” said one panellist – there were “mmmms” all round as the snacks won over the consumers. The promotions didn’t hurt either. A multipack of six for 99p was considered great value compared to some of the pricier offerings. Four panellists would buy them again with one boasting it would replace her current healthier crisps (Walkers Baked).
Mixed reviews for these “up-market Wheat Crunchies”. For some the flavour brings back memories of holidays and pizza but others can’t get past the processed taste. Those in favour weren’t put off by the price either, claiming they were good value for money despite the £2.99 price tag. However, the panel was 50/50 as to whether they would buy them again, suggesting it’s better to stick to less complicated flavours in the future.
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