New Covent Garden focuses on all-year-round appeal

3-soup-cartons.jpgNew Covent Garden Food Co., the Daniels Group subsidiary and one of the UK’s best known names in chilled foods, is launching its biggest ever range of summer soups. The summer range comprises five soups that can be enjoyed hot or cold, each with a light texture and subtle taste. The seasonal launch highlights New Covent Garden’s commitment to creating all-year-round demand for fresh soups. The summer soups’ range comprises three new variants – Pea & Mint, Red Pepper & Gazpacho – complemented by the return of two seasonal favourites, Summer Vegetable and English Asparagus. Each one is priced £1.99 for the two portion servings.

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

The activity comes as market-leading New Covent Garden continues to outperform the fresh soup market, with value sales of the £53 million brand up 11.3% on last year (source: IRI 52 w/e April 19 ’08), considerably more than any other manufacturer or retail brand.

New Covent Garden is also upweighting its marketing support this summer. The company is extending its involvement with the Royal Horticultural Society through its inaugural sponsorship of The Growing Tastes Marquee at the Hampton Court Palace Flower Show (July 8 – 13).

The sponsorship forms part of a £2.5 million marketing support for New Covent Garden this year, re inforcing the company’s commitment to maintaining its market leadership status.

New Covent Garden Food Co
Tel: 01733 843400
www.newcoventgardenfood.com