Kettle Chips Wensleydale & Cox Apple Chutney
Who: Kettle Foods
What: Chef’s Signature - Yorkshire Wensleydale & Cox Apple Chutney
Where: Potato snacks
When: Launched July 2015
How much: Rsp £2.29/150g
Why: Kettle Chips volumes are up 4% - faster than the category - but the brand’s average price has fallen 6.8%, putting it in 3% value decline [Nielsen 52 w/e 3 October 2015]. In a bid to turn the trend around, Kettle Foods launched this range of three premium gourmet flavours, working with Gressingham Duck, Maldon Salt Company and, for this flavour, the Wensleydale Creamery.
Consumer verdict: With packaging full of premium cues and a flavour combination, our consumers thought was intriguing and innovative, these crisps generated strong pre-trial interest. After tasting, purchase intent went down slightly but the number saying they would definitely buy doubled. Most liked the balance of flavours, calling the crisps “moreish”, but a few found them overly cheesy. Overall, they scored one point above the category norm, with almost all testers saying they expected to buy at least occasionally.
Pre-trial purchase: 59%
Post-trial purchase: 57%
Better than what’s out there: 62%
New and different: 91%
Overall score: 41/50
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.
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