August 6, 2012, 7:09 am

Canned goods brand Fray Bentos has launched its first new product development since being acquired by Baxters Food Group.

The range of soups, created to offer consumers affordable quality, will build on the brand’s position in the canned goods category.

Fray Bentos soups come in five flavours: Cream of Mushroom, Cream of Tomato, Cream of Chicken, Vegetable and Minestrone.

The brand was acquired by Baxters Food Group in November 2011 with the intention of capitalising on the success of its flagship product – canned pies – and fulfilling the potential of the brand.

Fray Bentos has a 95% share of the growing ambient pies market and the products are the brand of choice for 98% of consumers buying into the category.

The soup range aims to further grow the brand’s significant presence across canned goods.

Yvonne Adam, marketing director for Fray Bentos said:

‘The Fray Bentos brand is extremely strong in the UK and gives us a platform for substantial growth.

“It made sense for us to combine this strength with Baxters’ expertise in soup to help create tasty, good quality products that target consumers who are perhaps trading down to an own label product but would like the reassurance of a brand they trust.”

The soups are the first of a number of innovations planned for Fray Bentos as it builds on the core range and will be rolled out to retailers across all channels throughout the year.


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