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Who: Unilever

What: Gold from Flora

Where: Butters & spreads

When: Launched May 2014

How much: £2.49/400g

Why: With butter currently taking market share from spreads, some spread suppliers are blending butter with their products in a bid to woo consumers. One such supplier is Unilever, which in May unveiled Gold from Flora, a standalone sub-brand that it says has 40% less satfat than block butter, and 30% less than spreadable butter. Gold had already attracted block butter shoppers in other European countries to spreads, added the company.

Consumer verdict: Seventy per cent of testers said they would definitely or probably notice the distinctive gold-coloured tub in store, though a few suggested more could have been made of the Flora heritage and brand. Ratings for the product were high; it scored above average for all key measures and accumulated an overall score of 46, just one point below the maximum ever scored for the category, and considerably above the average. A significant proportion of testers said they would buy it on a regular basis.

Pre-trial purchase: 51%

Post-trial purchase: 75%

Better than what’s out there: 67%

New and different: 58%

Overall score: 46/50

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

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