>>more selection in the cake and biscuit sectors
Always popular with the consumer, the cake and biscuit sectors have seen relatively low levels of innovation in recent years. The volume of new products selected and tested has fallen to roughly one quarter of the high numbers assessed in the early 1990s. Long-established sweet biscuit brands like Crawford’s and Peek Frean have disappeared and, although the Huntley & Palmer brand is being reintroduced, the trend is for a focus on power brands and the infiltration of Continental and confectionery brands, bringing enhanced treat values. Unlike other sectors, regional and small bakery brands have not made any significant impact to date.
Despite the decline in the numbers of innovations, the quality of the new ideas evaluated by the British consumer has risen, led by the biscuit categories, where average ratings have strengthened over the past decade. Countlines are up by three points and ratings in the sweet biscuit sector have risen by two points. This reflects introductions of twists on old favourites including Mint and Orange Chocolate Digestives and Caramel Hob Nobs. But the sector is also being transformed by new brands such as Thorntons and Kinder, latterly with Giotto, arguably a confectionery countline but positioned as a biscuit to be more acceptable as a small treat or lunchbox filler.
The category’s response to healthy eating pressures has also proved successful. The first new products introduced under the Go Ahead! brand achieved modest ratings, but subsequent low-fat biscuits have achieved rising levels of consumer approval. Biscuits with a fruit content are a typical example. Arguably the most successful has been Snack-a-Jacks, building on a previously derided rice cake base to create sweet and filling nibble foods that compete with traditional biscuits. Judging by our feedback, early advertising clearly got the mood and behaviour of its potential target market right, with recent product variants sustaining the momentum of the brand.
In contrast, ratings in the individual cake category declined three points over the past 10 years, but products tested this year are set to reverse the trend. Mr Kipling returns to form and Waitrose’s premium options pleased a wider audience than the traditional older consumer.
Delicious and small enough to be a ‘sneaky treat’ without too much guilt. But the packaging was criticised across all age groups as lacking any indulgence values.
A good rating for a product with less than 3% fat. Particularly popular among younger women, but the mini-bag format and sweet filling was also expected to appeal to kids.
‘Very moreish’ was the unanimous verdict on this classic combination from adult and junior testers alike. A well-balanced eat that should fit easily into the treat repertoire.
‘Exceedingly good’ was the verdict on a combination that lived up to expectations. Most likely to find a market among those with older children and post-family respondents looking for a treat.
Despite continuing reservations over rice-based snacks, this product proved to be a winner. Delivering a sweet indulgence without the guilt, it is great ‘to have a nibble on’.
The M&Ms branding and eye-catching pack will attract interest, but our tasters were disappointed. A muffin for 85p raised expectations, but the reality was a dry texture and bitter taste.
The dull British biscuit tin is transformed with innovative makeovers
Put to the test: six recent launches (maximum score 50)Waitrose Mini Banoffee Pies Score: 38 Category average: 36
Fox’s Officially Low Fat Apple & Raspberry Mini Bites Score: 39 Category average: 39
McVitie’s Milk Chocolate Mint Digestives Score: 45
Category average: 39
Mr Kipling Coffee & Walnut Cake Score: 41 Category average: 36
Snack-a-Jacks Chocolate Delights Score: 45 Category average: 39
McVitie’s Double Chocolate Muffin with M&Ms Score: 32 Category average: 36
Produced for The Grocer by Cambridge Fast Foodfax, an independent standardised new product testing service where a sample of 50 consumers rate new products across 10 key performance measures. Maximum score 50. Details on www.fast-foodfax.com.
Always popular with the consumer, the cake and biscuit sectors have seen relatively low levels of innovation in recent years. The volume of new products selected and tested has fallen to roughly one quarter of the high numbers assessed in the early 1990s. Long-established sweet biscuit brands like Crawford’s and Peek Frean have disappeared and, although the Huntley & Palmer brand is being reintroduced, the trend is for a focus on power brands and the infiltration of Continental and confectionery brands, bringing enhanced treat values. Unlike other sectors, regional and small bakery brands have not made any significant impact to date.
Despite the decline in the numbers of innovations, the quality of the new ideas evaluated by the British consumer has risen, led by the biscuit categories, where average ratings have strengthened over the past decade. Countlines are up by three points and ratings in the sweet biscuit sector have risen by two points. This reflects introductions of twists on old favourites including Mint and Orange Chocolate Digestives and Caramel Hob Nobs. But the sector is also being transformed by new brands such as Thorntons and Kinder, latterly with Giotto, arguably a confectionery countline but positioned as a biscuit to be more acceptable as a small treat or lunchbox filler.
The category’s response to healthy eating pressures has also proved successful. The first new products introduced under the Go Ahead! brand achieved modest ratings, but subsequent low-fat biscuits have achieved rising levels of consumer approval. Biscuits with a fruit content are a typical example. Arguably the most successful has been Snack-a-Jacks, building on a previously derided rice cake base to create sweet and filling nibble foods that compete with traditional biscuits. Judging by our feedback, early advertising clearly got the mood and behaviour of its potential target market right, with recent product variants sustaining the momentum of the brand.
In contrast, ratings in the individual cake category declined three points over the past 10 years, but products tested this year are set to reverse the trend. Mr Kipling returns to form and Waitrose’s premium options pleased a wider audience than the traditional older consumer.
Delicious and small enough to be a ‘sneaky treat’ without too much guilt. But the packaging was criticised across all age groups as lacking any indulgence values.
A good rating for a product with less than 3% fat. Particularly popular among younger women, but the mini-bag format and sweet filling was also expected to appeal to kids.
‘Very moreish’ was the unanimous verdict on this classic combination from adult and junior testers alike. A well-balanced eat that should fit easily into the treat repertoire.
‘Exceedingly good’ was the verdict on a combination that lived up to expectations. Most likely to find a market among those with older children and post-family respondents looking for a treat.
Despite continuing reservations over rice-based snacks, this product proved to be a winner. Delivering a sweet indulgence without the guilt, it is great ‘to have a nibble on’.
The M&Ms branding and eye-catching pack will attract interest, but our tasters were disappointed. A muffin for 85p raised expectations, but the reality was a dry texture and bitter taste.
The dull British biscuit tin is transformed with innovative makeovers
Put to the test: six recent launches (maximum score 50)Waitrose Mini Banoffee Pies Score: 38 Category average: 36
Fox’s Officially Low Fat Apple & Raspberry Mini Bites Score: 39 Category average: 39
McVitie’s Milk Chocolate Mint Digestives Score: 45
Category average: 39
Mr Kipling Coffee & Walnut Cake Score: 41 Category average: 36
Snack-a-Jacks Chocolate Delights Score: 45 Category average: 39
McVitie’s Double Chocolate Muffin with M&Ms Score: 32 Category average: 36
Produced for The Grocer by Cambridge Fast Foodfax, an independent standardised new product testing service where a sample of 50 consumers rate new products across 10 key performance measures. Maximum score 50. Details on www.fast-foodfax.com.
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