We Love Cake Gluten Free Raspberry Macaroon Slices
Who: Bells of Lazonby
What: Gluten Free Raspberry Macaroon Slices
Where: Individual cakes and pastries
How much: £2/150g
Why: The free-from category just keeps growing as more and more people choose to give up gluten and other allergens. Ambient bakery products are the second largest sub-sector in the category, worth £105.8m in value sales, up 15.8% year on year [Kantar Worldpanel 52 w/e 27 March 2016]. These macaroons are without gluten, wheat and dairy, and are part of the Bells of Lazonby free-from We Love Cake brand that includes jam tarts, mince pies and brownies.
Consumer verdict: Despite being aimed at shoppers with special dietary needs, this product was still considered relevant for the mainstream market, with our triallists calling it as a “classy proposition”. Many described the cakes as “crumbly” and “yummy” with a “really nice texture”, but a small minority considered them “powdery” with a “dry aftertaste”. Post-trial interest was high, although most consumers said they would purchase only occasionally - probably at weekends.
Pre-trial purchase: 35%
Post-trial purchase: 53%
Better than what’s out there: 53%
New and different: 61%
Overall score: 38/50
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