New Covent Garden, Britain’s chilled soup brand, is launching a new core message: Fresh from our kitchen to yours.
The initiative includes new product development, new pack designs and range extensions.
The NPD will be led by the launch in September of a new, premium, ‘world- inspired’ range, Tastes of the World.
The 600g packs will have an rrp of £2.40 and the range will comprise the following varieties: Mexican Chilli Chicken; Caribbean Sweet Potato; Moroccan Tagine; Thai Chicken with Lemongrass; Indian Chicken Biryani and Spanish Patatas Bravas & Chorizo.
Nigel Parrott, Hain Daniels Group Marketing Director said:
“We’ll be highlighting that our soups are made by cooks with a passion for producing the best-tasting fresh soup that’s full of flavour.
“We’re providing a taste adventure for food lovers looking for more interesting and exciting tastes in fresh food,” adds Nigel Parrott.
“Whilst the Tastes of the World range provides real inspiration, the flavours are all accessible and will appeal to the mainstream.”
At the same time, more prominence is being given to the New Covent Garden brand name on pack and clearer flavour descriptors.
Meanwhile, New Covent Garden’s core range of 26 SKUs will feature in new pack designs for maximum on-shelf impact, including clearer product descriptors.
In addition to nationwide TV advertising this winter, New Covent Garden Soup will have below the line support through PR, web and sales promotion.