Background
Based in Caerphilly, Peter’s Foods have manufactured delicious pastries for over 50 years. Peter’s specialty is pies, sausage rolls, and other pastries, which are available from supermarkets, stadia, pubs & restaurants, and food-to-go outlets across the country.
Peter’s contacted ZERO2FIVE Food Industry Centre at Cardiff Metropolitan University for support with independent consumer research when they were in the process of developing their innovative new Epic Roll snacking range. Epic Rolls are designed to offer a completely new range in the sausage roll category with fast food and world flavours like Cheese Burger, Lip Lickin Chicken' and Gravy and Smoky BBQ Pork.
Support from ZERO2FIVE
Combining their knowledge in new product development and sensory testing, ZERO2FIVE conducted two consumer focus groups evaluating sausage roll shopping and eating habits; the Epic Roll concept and its appeal to different demographics; and feedback on product appearance, taste, texture and aroma. ZERO2FIVE have subsequently also provided Peter’s with bespoke sensory training for their in-house taste panel, who regularly evaluate new and existing product ranges.
Benefits of the support
Consumer feedback for the Epic Roll range was very positive with 85% of focus group participants expressing an interest in purchasing the product. Following the success of the research, Peter’s gained national listings for Epic Rolls and they launched exclusively across all Iceland and Food Warehouse stores in August before becoming available in other retailers in September.
Owain Jones, Brand Manager, Epic Rolls at Peter’s, said:
“ZERO2FIVE’s research clearly supported the development of the product range and gave us the confidence to push on in bringing our roll revolution to the category. We were also able to use the research findings when presenting to retailers, and they really valued the independent insight and feedback."
Professor David Lloyd, Director of ZERO2FIVE Food Industry Centre, said:
“When launching a new food and drink product, it's vital to understand who your target consumer is and whether the concept appeals to them. Through Project HELIX, we can offer a range of new product development support from market insights and recipe development to sensory testing and cooking validation. We would encourage Welsh food and drink manufacturers to get in touch with us to discuss the Welsh Government funded support available to them.”
