Quaker Oats Warm & Crunchy Oat Clusters: Cranberry & Apple
Who: PepsiCo
What: Quaker Oats Warm & Crunchy Oat Clusters: Cranberry & Apple
Where: Breakfast cereals
When: Launched June 2015
How much: Rsp: £2.99/384g
Why: Quaker Oat So Simple is the biggest brand in hot cereals, with sales up 3.3% to £107.8m [IRI 52 w/e 20 June 2015], but until June had just one product in the booming granola segment - which is up 20% in value and volume [IRI 52 w/e 25 April 2015]. That changed with the introduction of eight SKUs. Along with three flavours of Oat Granola and three Wholesome Crunch, this range also includes Golden Crunch apples & cinnamon.
Consumer verdict: There was a good level of pre-trial interest among testers thanks to the strong Quaker Oats branding, and the packaging - which includes eight individual sachets - was well received. After testing, Northerners awarded a perfect mark of 50, while those in the Midlands scored it just 27. Those less receptive commented it was rather soggy and stodgy, and lacked fruit. Despite a low rating on value for money, a quarter said they would buy it at least fortnightly.
Pre-trial purchase: 43%
Post-trial purchase: 54%
Better than what’s out there: 44%
New and different: 85%
Overall score: 38/50
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