>>A monthly look at the most promising newcomers in key grocery categories. This month: frozen
Product: Weight Watchers Oven Chips and Roast Potatoes
Company: Heinz
Launch date: September 2003
Interesting product developments have taken place in the frozen food category during the past 12 months as big brands have fought to woo customers who turned their backs on the struggling sector in favour of chilled ready meals and pre-prepared fruit and veg.
The undisputed champion of the newcomers over the past year is Weight Watchers low fat chips and roast potatoes. Distribution of the products reached a peak of 70% of all possible outlets in January, according to ACNielsen.
However, this figure had fallen to 65% by August. Nearly 8% of ACNielsen’s consumer panel had tried the product, with an impressive 32% of those returning for a second purchase.
With an ever increasing number of the population trying to lose weight and constant warnings about growing obesity, it comes as no surprise to find that the second most popular newcomer is Slim.Fast frozen meals.
Brand owner Unilever introduced six meals developed by its Birds Eye arm last October. By August this year they had a respectable distribution of 43%. However, this figure does not look so healthy when it is compared to the 59% distribution the range reached at its peak last May. Still, repeat purchase has grown to nearly 35% of the 6% trying the product.
Other newcomers worth a mention are Oriental Express’ Scooby-Doo range for kids, which hit freezers last January, and German food giant Dr Oetker’s hand-held snack Intermezzo.
Product: Weight Watchers Oven Chips and Roast Potatoes
Company: Heinz
Launch date: September 2003
Interesting product developments have taken place in the frozen food category during the past 12 months as big brands have fought to woo customers who turned their backs on the struggling sector in favour of chilled ready meals and pre-prepared fruit and veg.
The undisputed champion of the newcomers over the past year is Weight Watchers low fat chips and roast potatoes. Distribution of the products reached a peak of 70% of all possible outlets in January, according to ACNielsen.
However, this figure had fallen to 65% by August. Nearly 8% of ACNielsen’s consumer panel had tried the product, with an impressive 32% of those returning for a second purchase.
With an ever increasing number of the population trying to lose weight and constant warnings about growing obesity, it comes as no surprise to find that the second most popular newcomer is Slim.Fast frozen meals.
Brand owner Unilever introduced six meals developed by its Birds Eye arm last October. By August this year they had a respectable distribution of 43%. However, this figure does not look so healthy when it is compared to the 59% distribution the range reached at its peak last May. Still, repeat purchase has grown to nearly 35% of the 6% trying the product.
Other newcomers worth a mention are Oriental Express’ Scooby-Doo range for kids, which hit freezers last January, and German food giant Dr Oetker’s hand-held snack Intermezzo.
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