A poll of shoppers has propelled Marabel potatoes to victory in the Grocer Own Label Food & Drink Awards.
Marabel potatoes were launched exclusively into Asda stores under the Extra Special Brand in October 2009 and consumers questioned on the product returned positive results.
The judging process for the awards was thorough and started with Cambridge Market Research, an independent company with over 25 years of experience in consumer testing. They quizzed consumers all over the country on the hundreds of products entered. The scores obtained went forward to a shortlist and a panel of chefs, food technicians, branding experts and food journalists undertook the second round of judging.
Asda potato buyer Des Wilson said he was pleased with the victory “particularly because consumers played such a large part in the judging process, which highlights Asda’s commitment to delivering the best tasting and quality products to them.”
He added that Asda had recognised that the fresh potato category needed to attract more younger shoppers. He said: “We have been pleased to see Marabel’s sweet taste and consistent performance on shelf in its premium package drawing new and younger people to the potato fixture. It validates all the hard work which was put in to developing, growing, packing and launching Marabel. We are anticipating the product being enjoyed by even more Asda customers going forward.”
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