Indian Summer, which will be on sale throughout September, is inspired by Indian spices and earthy flavours. The soup comprises a delicate mixture of spiced vegetables and lentil dhal and pays homage to clear and sunny autumnal days.
“Our latest soup encourages diners to hope for a warm autumn. Its subtle heat and warming spices gives consumers a taste of the exotic, which will have great appeal after the wet summer,” says Nigel Parrott, New Covent Garden’s Group Marketing Director. “The deep purple and gold packaging creates a luxurious, eye catching effect which will stand out on shelf and attract consumers to the fixture.”
The Indian Summer pack also features a reference to New Covent Garden’s new social media campaign, developed with leading social media agency Fresh Networks. Via the brand’s new website, consumers will be able to help decide future developments in the Soup of the Month range by sending in recipe ideas based on a specific month’s theme.
New Covent Garden continues to dominate the UK’s £162 million chilled soup market with a 37% value share, five times the combined share of all other branded soups.*
Indian Summer will be available until the end of September with an rrp of £2 in outers of six.
* AC Nielsen Scantrack 52wk to 9th July 11.
New Covent Garden
Tel: 0113 248 0606