Uncle Ben’s Pearl Wheat, Quinoa & Wholegrain Rice
Who: Mars Foods
What: Pearl Wheat, Quinoa & Wholegrain Rice
Where: Rice, noodles and grains
When: Launched June 2015
How much: £1/220g
Why: This microwavable Pearl Wheat, Quinoa & Wholegrain pouched product is one of five in a range of ambient, microwaveable mixes of rice and grains. It has been rolled out in the year pouched rice became the bestselling format in the £500m rice & noodles category [Kantar Worldpanel 52 w/e 26 April 2015].
Consumer verdict: The Uncle Ben’s pack helped encourage good levels of pre-trial engagement. Although there were some reservations over the product delivery after sampling - “bland, stodgy, sticky texture” - higher than average ratings for health and value helped lift the overall score four points above the category norm. Most of the criticism came from the South and the over-55s, with those in the North and younger adults more impressed. Despite the convenience and novelty (72% agreed it was new and different), one quarter maintained it wasn’t for them and that they would be unlikely to buy, though a similar proportion said they would buy at least fortnightly.
Pre-trial purchase: 45%
Post-trial purchase: 49%
Better than what’s out there: 43%
New and different: 72%
Overall score: 38/50
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.
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