Baxters’ ‘Hearty’ range of canned soups, has had a packaging revamp aimed at making soup hot again.
The 10-strong, protein rich range – which includes Smoked Bacon & Three Bean, Chorizo & Mixed Bean and Butternut Squash & Sweet Potato with Chilli & Lime – now boasts of its healthy, nutritional properties on the front of the can.
New messaging featured on the fresh and warm ‘Hearty’ labels has been designed to appeal to a younger, health conscious shopper.
It promotes the fact that a can of ‘Hearty’ soup contains up to three of the recommended five portions of fruit and veg a day. All recipes are also gluten free and a source of protein.
Christine Clarke, Head of Marketing for Baxters Food Group says: “It’s time to get shoppers to re-evaluate canned soup and understand the benefits. Our new look ‘Hearty’ range helps us to get across these facts clearly on the front of the can.
“We are encouraging people to swap their usual stodgy lunchtime sandwiches with a can of Baxters soup, spearheaded by a digital first campaign that will reach younger shoppers whether they are at home or in work.
“Soup offers shoppers convenience, taste, and a nourishing lunchtime option that will fill them up so they can avoid the afternoon snack attack.”
The revamped range, which has launched initially in Sainsbury’s, will roll out across remaining stockists until the end of the year with an RRP of £1.49.