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Who: Quaker Oats

What: Oat So Simple Cuppa Porridge - Golden Syrup

Where: Cereals aisle

When: Launched May 2014

How much: Rsp: £2.59/five sachets

Why: PepsiCo’s Quaker Oat So Simple brand has enjoyed strong and consistent growth through convenient formats. This latest innovation - available in Original, Golden Syrup, Apple & Blueberry and Sweet Cinnamon flavours - comprises sachets that need to be emptied into a mug and mixed with hot water. This, says PepsiCo, negates the need to add milk and microwave.

Consumer verdict: The convenient format - along with the trusted Quaker Oats brand - helped generate a good level of pre-trial interest. After sampling, many felt the resulting porridge met expectations, and delivered scores above category averages. However, not all were impressed, and a significant minority - especially among the 18 to 34-year-olds - considered the flavour watery. The price point was also contentious, with ‘value for money’ scores below average, prompting one third to claim they would only consider buying if on special offer. Nonetheless, the overall score was three points above the category average, and it was seen as a good family stand-by.

Pre-trial purchase: 40%

Post-trial purchase: 42%

Better than what’s out there: 33%

New and different: 50%

Overall score:  38/50

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.

Tel. 01223 492 050 Email: Info@CambridgeMR.com

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