Alcoholic soup a first for New Covent Garden

Innovative fresh food company New Covent Garden is hoping to introduce ‘curious consumers’ to the £160 million chilled soup category with the launch of its first ever alcoholic soup.

Bloody Mary, New Covent Garden’s latest soup of the month, is inspired by its namesake cocktail and contains a spicy blend of plum tomatoes, garlic, onions, celery, hot pepper sauce and Worcester sauce as well as the all-important splash of vodka. The soup can be eaten hot or cold, and even features an on-pack serving suggestion which recommends consumers enjoy it in over crushed ice with a stick of celery.

“Bloody Mary certainly meets consumers’ growing demand for innovative and distinctive flavour options,” says Nigel Parrott, New Covent Garden’s Group Marketing Director. “It’s an eye-catching addition to the category that is guaranteed to drive new, curious consumers to the fixture – adults only, of course!”

“Consumers can serve Bloody Mary in just the same way as a normal cocktail – but if course it’s much more satisfying,” explains Nigel. “It brings to the table a whole new way to enjoy New Covent Garden’s Soups.”

New Covent Garden’s Soups of the Month are consistently popular with consumers and now account for around 10% of the brand’s sales. The brand continues to dominate the UK’s £160 million fresh soup market with a 39% value share, five times more than the combined share of all other branded fresh soups.*

Bloody Mary is available throughout June in outers of six, with an rrp of £2 – £2.20.

* Source: A C Nielsen 52 w/e 19 March 2011.

New Covent Garden

Trade enquiries: 0113 248 0606

www.newcoventgardenfood.com