Who: Great Food
What: Gosh Beetroot, Kale & Quinoa Burgers with a Hint of Mint
Where: Chilled vegetarian
How much: £1.99/100g
Why: UK web searches for vegan-related topics shot up by 50% in 2017, according to a report this week from search specialist HitWise. It’s the latest evidence that interest in plant-based eating is on an irresistible rise. Last month’s Veganuary saw a raft of plant-based NPD, driven by the rise in the number of UK vegans - estimated to be nearing the 550,000 mark, up 360% over the past 10 years. This meat-free product perfectly suits the trend.
Consumer verdict: The size and colour of the veggie burgers immediately grabbed our shoppers’ attention. Pre-trial interest was tempered upon tasting, with criticisms including “no flavour”, “too spicy” and “not enough mint”. But there was enough positive response to put the final score over the category average. Our testers praised the “clear pack information” and the “moist”, “earthy” burgers with their “good texture”. However, a large majority felt there were better examples of veggie burger available.
Pre-trial purchase: 40%
Post-trial purchase: 24%
Better than what’s out there: 36%
New and different: 92%
Overall score: 35/50
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