Heinz has launched two new flavours to its Classic Soup Special Edition range.
Hitting shelves this month, Heinz Cream of Mushroom with a Hint of Garlic and Heinz Cream of Chicken with a Dash of White Wine aim to attract new, younger consumers to the soup category.
The new flavours follow the success of the first two varieties in the range – Heinz Cream of Tomato with a Twist of Chilli and Heinz Cream of Chicken with a Touch of Sage – which saw 60% of their volume as incremental to the Wet Ambient Soup Category.
The full Special Edition range will be supported by a launch campaign including PR, digital and in-store sampling activities.
James Tanner, TV celebrity chef and restaurateur, will be creating various recipes that use the two core ingredients featured in each of the Special Edition soups.
The idea is based on the insight that certain ingredients pairings work particularly well to complement each other’s flavours.
James will also be taking part in two web chats with consumers on the Heinz UK Soups Facebook page.
Furthermore, consumers will be encouraged to participate in a Facebook app to unlock his recipes and videos which will also be seeded via social media.
Angela Tam, Brand Manager for Heinz Classic Soups, said:
“The Special Edition range is centred around safe adventure. We know that a lot of our consumers like to try new things, but at the same time hold onto familiar flavours that they know and love.
“Heinz Cream of Tomato with a Twist of Chilli is now one of the top 10 fastest selling Classics varieties and we wanted to build on this success by adding two new varieties.
“Both flavour combinations are well known and popular. Garlic accentuates the earthy notes of our Cream of Mushroom and the blend of white wine gives our Cream of Chicken a mellow finish.”
The two new 400g cans feature a dark label, in line with the rest of the Special Edition products, and will sit in a black tray to create stand-out on shelf.
Heinz has a 40% value share of the total UK soup market which is worth £614m.
Heinz continues to lead the wet ambient sector of the soup category – worth £342m – with a value share of 70%.