Abstract:
RHM has developed a new, soft flour that is specially designed for baking sponges. Sponge making is a sensitive area of baking for many housewives, therefore there is a reasonable volume market potential. The objectives of the research reported here were to examine:
1. Attitudes to sponge making;
2. The potential strength of the concept, both at the concept level and also post-trial;
3. The likely target market for the product;
4. The possible credibility gap between an apparently heavier flour and light sponges;
5. To what extent the resulting sponges are sufficiently different to justify buying an additional flour only for sponges;
6. To what extent, the results justify a premium price at purchase and what level this premium could be. Also, the likely rate of the trial once price information has been given;
7. Reactions to the name.
