Loyd Grossman Pan Melts
Who: Premier Foods
What: Loyd Grossman Pan Melts - Mediterranean Tomato, Sweet Red Pepper & Smoky Paprika
Where: Ambient cooking sauces
When: Launched May 2015
How much: Rsp £1.69 for 2x38g pots
Why: Introduced alongside three other flavours - Wild Mushroom & Creamy Mascarpone; Crushed Basil, Garlic & Rich Parmesan; and Italian Sundried Tomato & Creamy Ricotta - these Pan Melts use unique technology, according to brand owner Premier Foods. Claiming to provide something closer to a glaze than a sauce, they would attract consumers that didn’t previously buy cooking sauces, said the supplier, which has embraced the Melts format for brands including Bisto, Sharwood’s and, as of this month, Oxo.
Consumer verdict: Although the Loyd Grossman brand and attractive packaging created reasonable interest before trial, most tasters were disappointed with the result, with many commenting that a single pot didn’t deliver enough flavour. Almost two-thirds thought it brought something new to the category, and many were impressed with its convenience - but the consensus was that there were better products on the market, and just 6% thought they would buy regularly.
Pre-trial purchase: 35%
Post-trial purchase: 15%
Better than what’s out there: 13%
New and different: 63%
Overall score: 29/50
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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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