Who: Mondelez
What: Philadelphia Flip & Dip - Mexican Salsa
Where: Chilled fresh dips
How much: £1/130g
Why: The chilled dips category is buoyant - worth £246m, having added 6.1% in value sales year on year [Nielsen 52 w/e 9 April 2017]. While dominated by own label products, leading soft white cheese brand Philadelphia entered the market in May, unveiling Flip & Dip. The three-strong range comprises a pot of lightly whipped, medium-fat Philadelphia cream cheese topped with either Mexican salsa, sweet chilli sauce or caramelised onion sauce.
Consumer verdict: The price point and bright packaging were welcomed by our shoppers. Some praised the cheese for being “light” and “creamy” and said the product as a whole would be “good for fajitas” and “good for entertaining”. Other consumers were unhappy about the “drab” and “disappointing” dip and complained there was “not enough kick” to the salsa. Our testers in the north were much more enthused than their counterparts elsewhere in the UK. Nevertheless, the overall score was two points above the category norm.
Pre-trial purchase: 57%
Post-trial purchase: 40%
Better than what’s out there: 43%
New and different: 89%
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