Sales growth in the chilled quiche market was sluggish last year, with consumers put off by the product’s dated image and uninspiring flavours.
The UK spent £140m on chilled quiche in the past year, but the category has only seen growth of 0.5% year-on-year (Kantar Worldpanel 52 w/e 20 March 2011).
According to the Happy Egg Co, which has launched two new quiches made with free-range eggs in 600 Tesco Express stores, the market has historically suffered from being heavily promoted and has struggled to move with the times.
“While there are some retail offerings that contain free-range eggs, our consumer research identified that this is often not clear to shoppers.
“Shoppers who didn’t buy quiche also told us that their views of quiche remained largely stuck in the 1970s with the help yourself buffet, that mainstream flavours were uninspiring, and that the premium branded offerings were simply too expensive,” said Rob Newell, head of brands. “We’re looking to inject some fun and enthusiasm into what has become a rather innocuous product.”
The first two products to be launched are Mature Cheddar and Maple-cured Bacon, and Smoked Salmon & Fresh Spinach. The 400g products retail for £2.79, while a 150g format is also available.