Food quality is a key driver of supermarket choice and trust, but was an area in which Tesco under-performed. Despite performing well in blind taste tests, as soon as people learnt the food they were trying was from Tesco, quality perceptions plummeted.

When Starbucks entered the ready-to-drink (RTD) coffee market in Europe, it was relatively under developed with low consumer penetration.

The brand instantly became one of the biggest players.