Shreddies Max Protein: Cranberry & Oat Granola with Shreddies Pieces
Who: Nestlé
What: Shreddies Max Protein: Cranberry & Oat Granola with Shreddies Pieces
Where: Muesli & Granola
How much: £2.49/400g
Why: Having launched this adult-orientated product in the summer on the back of a protein NPD boom, Nestlé hopes to compete with rivals Weetabix and Fuel10k. The supplier’s version of a healthier alternative to traditional cereals features 13g of protein per 100g, compared with 10g in original Shreddies. The range also features an Oat Granola variant.
Consumer verdict: The “eye-catching” pack was popular with our consumers, with over half considering buying the product pre-trial despite the premium price. After tasting, some triallists said the cereal was “crunchy” with “lots of cranberries”. However, others claimed the sugar content was too high for a cereal positioned as a healthier alternative. Nevertheless, the product compared well against rival products, with 43% of our shoppers saying they would buy at least monthly.
Pre-trial purchase: 48%
Post-trial purchase: 52%
Better than what’s out there: 45%
New and different: 80%
Overall score: 39/50
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