New Covent Garden will make a donation for every pack sold and is hoping to raise a minimum of £10,000 for the brave volunteer crews.
Smoked Haddock Chowder was launched by New Covent Garden 10 years ago and is the UK’s only fresh, fish-based soup to last more than a year.
The RNLI lifeboat Spirit of Padstow appears on the front of pack along with the RNLI logo and information about the charity. Money raised will go towards training and equipping the RNLI’s volunteer crew members.
‘Most RNLI crews are volunteers who put themselves at risk to help others in danger, sometimes in very treacherous weather conditions. We wanted to show our support for the RNLI on our Smoked Haddock Chowder soup packs and in particular highlight the charity’s role in helping to keep fishermen safe. Fishing is one of the UK’s most hazardous industries and the RNLI rescued 864 fishermen last year alone,” says New Covent Garden Group Marketing Director Nigel Parrott.
“Smoked Haddock Chowder already has a really loyal following and we are confident that the RNLI fund-raising activity will attract new consumers to it.”
New Covent Garden continues to maintain its dominance of the UK’s £140 million fresh soup market. The brand has a 40% value share of the market, five times more than the combined share of all other branded fresh soups.
* Source: A C Nielsen 52 w/e May 15 2010
New Covent Garden
Tel: 0800 389 4415