Green Giant enters soup market

August 27th, 2008

General Mills UK is expanding its Green Giant brand through the launch of a range of soups.

The products will be available this month and mark the first such venture for the brand, Talking Retail reports.

Marketing director of General Mills UK Linda Hipkiss told the website that extensive consumer research revealed a gap in the market for fresh, high-quality soup from a known brand.

“Green Giant Soup has been developed to tap into that opportunity,” she said, adding: “Not only that but it will provide consumers with one of their five-a-day portions of fresh fruit and vegetables.”

Vine-ripened tomato, country garden vegetable and farm-harvested mushroom variants have been developed, with 84 per cent of those trialled stating an intention to buy when they reach the shelves.

Green Giant was first founded in the US in 1903, with its sweetcorn being introduced to the UK in 1960.

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