A high street bakery chain is giving customers the chance to sample a reinstated menu item without any financial risk.
Greggs has reintroduced its Steak and Stilton Bake to outlets nationwide from Thursday, September 3, after a seven-year gap from its offering.
The chain is supporting the return with a promotional initiative called Stilton Insurance.
Under this scheme, purchasers who find the blue cheese filling unsuitable may exchange the product for a standard Steak Bake at no additional charge.
Zoe Harris, customer director at Greggs, explained that while the Steak and Stilton variant boasts dedicated admirers, the company acknowledges that some consumers remain unconvinced by Stilton.
The company believes the product will convert sceptics and is therefore offering what Harris called the ultimate taste test with complete reassurance.
The Steak and Stilton Bake comprises diced beef, grilled onions, and Stilton cheese in gravy, encased in flaky pastry and finished with a black pepper crumb topping.
Customers who are dissatisfied with the product may return it to the counter, including items that have been partially consumed, and receive a regular Steak Bake in its place.
The promotion applies across all Greggs locations throughout the country.
Research conducted among 2,000 UK adults on behalf of Greggs indicated that 28 percent of British consumers avoid Stilton, while a further 11 percent have never sampled it.
However, 55 percent of those surveyed expressed the view that many people dismiss Stilton without giving it a proper opportunity.
The study also revealed that 54 percent of respondents hesitate to purchase unfamiliar food products due to concerns about not enjoying them.
Conversely, 57 percent indicated that complimentary protection against disappointment would encourage them to experiment with new items and flavours.
Additionally, the research found that one in five British adults restricts new food experiences to once every six months or less, and 28 percent stated they can determine their opinion of a product from a single bite.