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Who: Sainsbury’s

What: Nacho Cheese Dipping Sauce

Where: Ambient dips

When: August 2014

How much: £1.10/150g

Why: Retailers have been showing plenty of interest in developing own-label sauces, condiments and dips, with discounters - in particular - reporting strong growth in own-label sales. This ambient launch from Sainsbury’s, rolled out to accompany the retailer’s tortilla chips, also taps Brits’ growing appetite for Mexican foods.

Consumer verdict: The attractive presentation and long ambient shelf life helped generate pre-trial interest, but some testers were disappointed with the sauce. The main areas of concern were taste and texture, which drew comments including “too spicy, processed, gloopy and thick,” though some testers considered it “tangy, creamy and thick.” The level of criticism meant many of the key judging measures were relatively disappointing, resulting in an overall score below the category norm. Some consumers felt better alternatives were available, and 40% of the group said they would not consider buying it.

Pre-trial purchase: 25%

Post-trial purchase: 27%

Better than what’s out there: 22%

New and different: 33%

Overall score: 29/50

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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