Dell’Ugo Focaccia Italiana Mixed Olive & Tomato
Who: Ugo Foods Group
What: Focaccia Italiana Mixed Olive & Tomato
Where: Savoury speciality breads
When: Launched May 2015
How much: Rsp: £2.39 for 175g
Why: Few products have suffered more painfully in the price war than wrapped bread, which has lost 8.7% of its sales value - that’s a huge £143m - despite volumes being down only 2.2% [Nielsen 52 w/e 12 September 2015]. Chilled bread, on the other hand, is one of the few areas of the category in growth [Kantar 52 w/e 1 February 2015]. Dell’Ugo has launched a three-strong focaccia range, which includes Goats Cheese & Red Onion and Cherry Tomatoes & Basil Pesto flavours.
Consumer verdict: The dark packaging and relatively high price tag meant initial enthusiasm for the product was limited among our consumers. After testing, it disappointed some testers, with panellists across different sub-groups agreeing that the texture was dry and the olive flavour too dominant. But despite being rated below average on most measures, almost half considered this a good fit for entertaining, and four out of five expected to buy it at least occasionally.
Pre-trial purchase: 29%
Post-trial purchase: 44%
Better than what’s out there: 42%
New and different: 58%
Overall score: 34/50
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.
Tel. 01223 492 050 Email: Info@CambridgeMR.com
No comments yet