Asda Cake Pop Kit
Who: Asda
What: Have a Magical Christmas - Cake Pop Kit
Where: Individual cakes & pastries
When: Launched September 2015
How much: Rsp: £2.50/205g
Why: After years of weak sales, the cakes category is in healthy growth thanks, in a big way, to a strong showing from category leaders Mr Kipling and Cadbury, both up 7% [Nielsen 52 w/e 3 October 2015]. But despite The Great British Bake Off continuing to inspire consumers, the home baking category was down 1.7% in the year to May to £725.9m [IRI 52 w/e 23 May 2015]. This kit, which provides everything needed to make your own Christmas tree cake pops, offers a middle ground between ready-to-eat and full DIY.
Consumer verdict: With seven out of 10 of our consumers calling this kit ideal for kids, it went down a storm in every respect. The brightly coloured festive packaging and inventive idea created a lot of initial engagement, and the finished pops were rated highly on taste, texture and appearance, although a few adult testers were disappointed by the chocolate flavour. Any objections were generally overcome by the novelty, however, and the kit was seen as a fun product for participants, with 36% of our panellists said they would definitely buy this.
Pre-trial purchase: 64%
Post-trial purchase: 62%
Better than what’s out there: 64%
New and different: 87%
Overall score: 45/50
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