How does it work?
Entrants must select one of three categories below
This category is for the basics – those items customers buy without dwelling on the purchase. They might be new variants, however, with added or changed ingredients or packaging, or a line extension.
Premium products are just that – top end ranges that tempt and treat. Products in this category might also be new line variants, offer a new recipe or packaging solution.
Products in the pioneer category must be the true innovators in terms of taste, profile and positioning and set a pace others may follow.
All products will be reviewed at their normal selling price.
The standard score is out of 50. Products will be accredited if they achieve an overall consumer rating that falls within the top echelon for products in its category based on category benchmarking established by Cambridge Market Research over a 20-year period in product testing. In the case of new and pioneer lines, the benchmark may be set lower to reflect the fact that consumer wariness of new recipes and formats may lead to lower initial acceptance. The overall score determines the accreditation.
Everyday and Premium must achieve an overall consumer rating that falls within the set threshold level of products in its category.
New lines in Everyday and Premium must achieve an overall consumer rating within the set threshold level of products in its category. Ratings here will acknowledge that consumer wariness of new recipes and formats will lead to lower initial acceptance. At the same time, it will ensure that there is a sufficiently high level of interest in the ideas and brings something new and exciting.
Pioneer products will be accredited using the same methodology as applied to Everyday and Premium new product lines but in addition, will be tested with a targeted set of reviewers – reviewers who not only demonstrate willingness and interest in trying something new but are also in the potential target market for that type of product.
The consumer review panels
- Each product is tested by 50 reviewers. The reviewers are screened to ensure they are interested in buying and trying new products.
- There are 12 products reviewed in each home meal format review session.
- The sessions take place in six different geographic locations.
- Reviewer ratings include:
- initial appeal
- value for money
- overall quality
- would-buy intention
- purchase intention and expected purchase frequency
- All products are reviewed at the normal selling price.
- All products are judged first without packaging and then after the product has been put through its paces, the packaging is looked at and assessed.
Announcement of the accreditations
As soon as the product has been reviewed the applicant will be notified whether a product has achieved an accreditation.
After this, the individual Consumer Product Review Report will be sent out.
During the year all accredited products will progress into an exciting new end-of-year event where core category winners will be revealed. At this annual own-label community festival, there will be category winners, people and team awards, plus supplier awards.