Fresh approach for market – leading New Covent Garden soup

carrot-and-watercressNew Covent Garden is launching a summer soup range, focusing on the fresh and natural attributes of the brand.

The market leader in the UK’s £138 million chilled soup market is launching two new summer variants – Carrot & Coconut and Watercress & Crème Fraiche, both of which can be eaten hot or cold.

The New Covent Garden summer range is also being boosted by the re-introduction of three ‘summer only’ variants that performed particularly well last year – Pea & Mint, Gazpacho and Summer Vegetable.

The summer range will be on sale until the end of September. Each SKU will have ‘Fresh For Summer’ flashed on pack, building on New Covent Garden’s regional TV campaign this February which focused on freshness.

The move follows New Covent Garden soup reaching its highest ever level of household penetration, with 1.2 million new households buying the brand this winter (source: A C Nielsen Homescan 26 w/e April 18 ‘09).

New Covent Garden Group Marketing Director Nigel Parrott says the summer range will introduce new consumers, particularly those who enjoy al fresco dining, to the brand.

“Whilst fresh soup sales will always peak in the winter months, the launch of a summer range gives the New Covent Garden brand all-year-round appeal, enabling consumers to enjoy our soups hot or cold, indoors or outdoors.”

Parrott says the summer soups will enable more retailers to use New Covent Garden as a ‘beacon brand’ in the chiller cabinet, attracting new consumers to the fixture.

New Covent Garden will be backing the brand this summer with a major sampling and sponsorship programme, including a high profile association with the Royal Horticultural Society via sponsorship of the Growing Tastes Marquee at the July Hampton Court Flower Festival.

The activity comes as market-leading New Covent Garden continues to outperform the fresh soup market, with sales of the £61 million brand up 14.4 per cent on last year (source: Nielsen, 52 w/e April 18 ’09).

New Covent Garden Food Co.
Tel: 0113 248 0606
www.newcoventgardenfood.com