Tesco Simply Bake Hoki Fillets in Lemon & Herb Butter
Who: Tesco
What: Hoki Fillets in Lemon & Herb Butter
Where: Frozen fish aisle
When: Launched March 2014
How much: £3/284g
Why: In 2011, two years after Birds Eye rolled out its first Bake To Perfection lines, Tesco followed suit with own-label bake-in-the-bag range Simply Bake. Today, with chilled fish nibbling away at the frozen market - down 1% by volume year on year [Kantar Worldpanel 52 w/e 2 March 2014] - innovation, such as the use of less familiar fish, may help to reignite consumer interest in frozen.
Consumer verdict: The convenience and ease of cooking helped boost pre-trial interest in this ‘Simply Bake from Frozen’ product, and testers felt the sauce and use of hoki fillets instead of more familiar species made the dish stand out. Testers enjoyed the “firm, meaty” texture and the aromatic herb and zesty lemon flavours - although some criticised the sauce’s “oily mouthfeel.” Despite that, interest rose following trial and the dish ended up with an overall score fractionally above the category norm. One third said they would only buy it on special offer.
Pre-trial purchase: 37%
Post-trial purchase: 52%
Better than what’s out there: 48%
New and different: 52%
Overall score: 37/50
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
Downloads
Tesco Hoki Fillets
PDF, Size 0.38 mb
No comments yet