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BackgroundLaunched: Jan 2013
Mfg Location: Plant ABC
Product: A veggie burger made with chickpeas and
vegetables.
Executive Summary:• In 6 months, Consumer Affairs received 155 contacts for MSF Veggie burger.
• We received 6,233 Where to Buy inquiries through morningstarfarms.com and the Contact Center, indicating very strong interest by consumers to try it.
•Positive Opinion is the top reason why consumers contacted us about MSF Veggie burger, they liked the chickpeas and the taste of the burger. Many commented that it tasted like a falafel. Consumers also suggested that we make family size packs in the future.
•People who disliked the product, were disappointed by the bland taste, while a few thought the burger was too spicy for a veggie burger.
•MSF Veggie burger comparable to past Frozen Food innovations at 6 months in market for Consumer Affairs Norms, there are no areas of concerns at this time.
Main Contact Categories
# of
Contacts % Total
Defects / Errors 43 28%
Opinions/Suggestions 65 42%
Inquiries* 47 30%
Total 155 100%All values exclude Social Media
*Excludes inquiries on Where to Buy (6233 contacts)
Top 3 States:
1. California
2. New York
3. Texas
(Excludes Social Media)
Column1
I love the flavor of this product. I also
love how much protein and fiber I get for
so few calories! It is filling and healthy! I
LOVE IT! Please keep distributing it!
Excellent flavor! Love the low cal high
protein (as with most Morningstar
products). I'm a vegetarian and I would
be LOST without these products!
OMG! Easy to cook up tastes great! Made
a falafel-like sandwich and it was
soooooooo good.
I loved the extra fiber this product had
compared to other veggie burgers. I also
liked that this was chickpea based and
not solely soy. The whole chickpeas
reinforced the idea that it was made of
chickpeas.
Column2
I did not like these at all, they have absolutely
no flavor to them.
They just were not as flavorful as I had hoped.
Honestly they seemed kind of bland really. :(
My main dislike of this otherwise delicious
product is its very very dry almost chalky
texture due to the whole chickpeas. Any way
you can make it a bit more moist?
Just wish the chick peas were mashed up and
not whole!!!
Positive Negative Food Packaging
Opinion Opinion Quality Quality
MSF Med. Chickpea Burger • • • •Benchmarks
MSF Asian Veggie Pattie • • • •Key:
Performance Against Consumer Affairs Norms First 6 Months in Market (Excludes Social Media)
Excel lent At Norm Monitor Poor
Norms• Compared to past Frozen Food innovations at 6 months in market, MSF Veggie burger is at norm for
most key measures (Positive Opinion, Negative Opinion, Food Quality).
• Packaging Quality was excellent with much less number of contacts than the norm.
MSF Veggie Burger
MSF Comparable Burger
What are Norms?
Norms are calculated from a database of normalized consumer contacts by business units. It was
developed to explain the relative differences of consumer contacts for new products compared to
previous product launches.
The Norms are based on percentiles within the database and reported out by colored performance
indicators:
Positive Negative Food Packaging
Opinion Opinion Quality Quality
10th 6 10th 6 3 1
25th 13 25th 19 7 3
75th 45 75th 53 23 10
90th 78 90th 91 40 19
75th or higher Above Norm 25th or lower Below Norm
25th - 75th At Norm 25th-75th At Norm
10th -25th Caution 75th - 90th Caution
10th or lower Below Norm 90th or more Above Norm Numbers above are examples
Product Relocation Reporting
Product Relocation List
Report Period: Q2 2015
Old
Location
New
LocationProduct
Qual/Startup
Date
Previous
Status
Current
Status Status Comments Report Link on SharePoint
Plant 1 Plant A Product 1 10/18/14 • • No concerns Product 1 Report Link
Plant 1 Plant B Product 2 12/14/14 • • No concerns Product 2 Report Link
Plant 1 Plant C Product 3 10/18/14 • •Low Concern - Packaging Quality is
trending slightly higher due to open
liners.
Product 3 Report Link
Plant 2 Plant A Product 4 8/15/14 • • Alert - High Food Quality due to
missing or low additives.Product 4 Report Link
Plant 2 Plant B Product 5 1/19/15 • • No concerns Product 5 Report Link
Plant 2 Plant C Product 6 1/19/15 • • Low Concern due to low additives Product 6 Report Link
Plant 2 Plant C Product 7 10/18/14 • •Low Concern - Food Quality and
Negative Opinion are trending
slightly higher due to Stale and Dry
contacts, monitoring.
Product 7 Report Link
Product Relocation Reporting
For POSITIVE OPINION:
=> 0% change
Between 0% and -200% change
< -200% change
Status Code Definitions & Guideline*:
Status Comment
Subject
Categories % Change Indicators Ave # of Contacts
All 5 No limit
1 or more < 20
1 or more > 20
1 or more < 20
• Alert 1 or more > 20
• Monitor Special cases, such as advertised food change.
• Low Concern
• No Concerns
Change Indicators:
=< 0% change
Between 0% and 200% change
> 200% change
For FOOD QUALITY, PACKAGING QUALITY, FOREIGN MATERIAL,
NEGATIVE OPINION:
Key Consumer Subject Categories:
FOOD QUALITY
PACKAGING QUALITY
FOREIGN MATERIAL
NEGATIVE OPINION
POSITIVE OPINION
Product Relocation Report – Q2 2015
Relocation Date: Aug 15, 2014Old Location: Plant 2 New Location: Plant A
Kellogg’s Product 4
STATUS: Alert
Executive Summary:
The increase in Food Quality
contacts is driven by Additive
issues (too little and none).
Corrective actions have been taken
to address Additive issues.
Monitoring increase of Negative
Opinion contacts.
Share your insights on Twitter!
#SOCAPdrw