Who: Mizkan Euro
What: Branston Caramelised Onion Chutney
Where: Ketchups/pickles/relishes
When: Launched October 2014
How much:£1/290g
Why: Mizkan Euro extended the brand into chutneys last October with a Mediterranean Tomato chutney and the Caramelised Onion product tested here. Mizkan said it hoped the range would become a beacon brand for the chutney category and increase chutney market penetration from the 21% it was at the time of launch.
Consumer verdict: The strong brand appeal and competitive £1 price point helped generate good levels of pre-trial interest. High expectations were met after sampling, with testers praising the “lovely, tangy” flavours and “chunky” texture. Despite a few suggesting the “vinegary aftertaste” was a distraction, there was limited impact on key measure ratings, which were just three points off the maximum. Almost three-quarters of testers claimed they would definitely or probably buy, compared with a typical category score of 47%. The nature of the product limited frequency of purchase, however.
Pre-trial purchase: 73%
Post-trial purchase: 72%
Better than what’s out there: 73%
New and different: 66%
Overall score: 47/50
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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