Hovis Fruity Nibbles: acid test

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Who: Fox’s Biscuits

What: Hovis Fruity Nibbles - Raisin

Where: Sweet biscuits

When: Launched June 2014

How much: £1.69/5x25g multipack

Why: Fox’s Biscuits, which already produced Hovis-branded breakfast biscuits, extended its use of the Premier Foods brand this summer with the launch of Hovis Nibbles, mini bags of biscuits aimed at parents and children, and suitable for eating for breakfast or as an afternoon snack. Sold in multipacks of five 25g bags, they are available in three variants: apples, berries and the raisin version tested here.

Consumer verdict: Supported by the trusted Hovis brand and presented in attractive packaging, nearly two-thirds of testers said they would notice this multipack of biscuits in store - and the product secured a good level of interest ahead of trial. Many respondents liked the flavour - “tastes like an oatcake” - and crispy texture, though some suggested it tasted a little stale. Despite these negatives, there was general agreement this product was novel, better than the competition and was relevant - achieving a total score well above the average for the category. Among those who liked these biscuits, nearly half claimed they would buy at least fortnightly.

Pre-trial purchase: 57%

Post-trial purchase: 61%

Better than what’s out there: 65%

New and different: 84%

Overall score: 44/50

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