Bel group reached out to OnePoll regarding a new product launch for the The Laughing Cow brand, blending the cheese spread with a range of vegetables and herbs/spices in one triangle. The aim was to determine consumer response to such a product and determine which of the varieties might be more popular among a UK audience.
OnePoll sampled 2000 UK adults (nationally representative sample on age/gender/region) in August 2020. Initial questions were asked relating to respondents’ awareness of and consumption of The Laughing Cow products, followed with determination of interest in each of the new products, and how these compared to each other. As the product was yet to be announced, it was required for respondents to agree to keep the information confidential before completing the survey.
The specific varieties included the chickpea and cheese spread with herbs which has been launched by the client, along with 2 other flavour options, which used other pulses and different spices for flavouring. Overall, the response to the concept was positive, with 65% of those who have heard of the laughing cow being interested in trying the creamy cheese with vegetables and herbs in one triangle.
Once the given options were listed to respondents along with a mock-up of the packaging, the option which has now been launched was the most popular, with 41% saying this was the most appealing to them. Only 17% would not find any of the given options appealing.
The most appealing aspect of the product was the flavour (65%), with the source of protein it would give being appealing for 36% of those who would be interested in trying one of the variants. Of those who would try this product if they saw it at the same price as previously purchased laughing cow triangle products, over half (54%) would try in addition to another The Laughing Cow product, with 35% trying it instead.
Excel tables were sent to the client with the data, including respondent verbatims. An executive summary was produced with topline data.