Jamie Oliver Incredible Curried Chickpeas
Who: Fiddes Payne
What: Jamie Oliver Incredible Curried Chickpeas
Where: Vegetables, pasta, beans & pulses
How much: Rsp: £1.50 for £2.50
Why: There’s no bigger influencer in UK food than Jamie Oliver. And it makes sense he should put his name to a product that taps a number of trends by being a convenient format, a superfood, and an ‘exotic’ flavour. This microwave-ready product is part of a pouched range that includes Mouth-Watering Moroccan Salad, Sensational Sweet Chilli Spelt, and Marvellous Mustard Pearl Barley.
Consumer verdict: The “bright, eye-catching” pack and Jamie Oliver name generated a good level of pre-trial interest among our panellists. The product itself divided opinion, with praise for the “flavoursome”, “moist” and “chunky” dish - while criticisms centred on the “horrible aftertaste”, and that it was “not authentic”, “stodgy” and “difficult to remove” from the pack. The product was more popular in the North and among younger adults. While a third of consumers were adamant they would never buy, the sachet was generally regarded as convenient and versatile, and good as a standby or part of a mid-week meal.
Pre-trial purchase: 37%
Post-trial purchase: 37%
Better than what’s out there: 41%
New and different: 61%
Overall score: 32/50
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