Asda Extra Special Stuffed Chestnut Mushrooms
Who: Asda
What: Extra Special Stuffed Chestnut Mushrooms with Goats Cheese & Caramelised Onion
Where: Chilled vegetarian ready meals
When: Launched April 2015
How much: Rsp £2.50/260g
Why: While fresh mushroom sales dipped 2.5% last year, they outperformed the declining fresh veg category, helping the humble fungus overtake peppers to become our third-favourite veg after potatoes and tomatoes. This pack, which contains four mushrooms, is designed to serve two as a main, but can also be used as a starter or accompaniment.
Consumer verdict: Half our panellists were already keen to buy before trial, and the product lived up to expectations, with positive comments about the mix of flavours, firm texture of the mushroom and crunchy topping. Respondents rated it above average on every attribute except health, and it achieved an overall score nine points above the category average. Almost a third said they would buy this at least monthly, two-thirds thought it would be ideal for entertaining, and 58% suitable for a weekend treat.
Pre-trial purchase: 48%
Post-trial purchase: 61%
Better than what’s out there: 57%
New and different: 68%
Overall score: 41/50
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.
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