Abstract:

Initial research among housewives with young children demonstrated the potential success of a new Sherbet Dessert among mothers as future purchasers and children as consumers. Qualitative research among children was required with the specific objectives of:

1. Establishing the appeal of the Sherbet Dessert concept generated by the stimuli material (concept, pack, product);

2. Assessing the suitability of 'Herbert the Sherbert' both as a name for the product and as e character contributing to the brand image;

3. Investigating the interest and relevance of a Sherbet Dessert in the context of children's current confectionery tastes;

4. Assessing children's reactions to the product itself.