Who: Waitrose
What: Asian Fusion Herb Battered Hake
Where: Chilled fish
When: Launched April 2014
How much: £3.99/300g
Why: Waitrose introduced 15 new fusion lines at the end of April from countries such as Thailand, Malaysia and Indonesia, designed to be quick and easy to prepare. Among the line-up is this hake - a fusion of Chinese and Malay cuisine described by Waitrose as “a vibrant and zesty hake fillet in a crispy batter with a sweet ginger and lemongrass dressing, peppers and mange tout.”
Consumer verdict: The pack generated limited pre-trial interest, with respondents describing it as “bland.” Views were polarised after sampling, with almost equal numbers either enjoying the “crispy” coating, “wonderful” aroma and spiciness; or being less impressed and finding it “too dark” or “dry with too many bones.” Slightly more acceptable among ABC1s and the over-55s, this dish impressed enough testers to more than double purchase interest post trial. One in five claimed they would buy regularly, while a similar proportion maintained it simply wasn’t for them.
Pre-trial purchase: 22%
Post-trial purchase: 47%
Better than what’s out there: 57%
New and different: 85%
Overall score: 36/50
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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Waitrose hake product
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