Dutch supermarkets offer between ten and fifteen thousand different products. There are the obvious products like bananas and Coca Cola, but a lot of shelf keeping units (SKUs) you have never heard of, let alone tried.

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Lassie's rice pie crust mix was one of them. We got 8.000 people to taste it, and we got a lot more talking along the way: in total, about 100.000 people heard about it during our campaign. And we discovered something interesting: an overwhelming majority preferred is as cake, above dessert.