English Summer Garden, a fresh blend of lettuce, cucumber, peas and mint with a swirl of crème fraîche, can be eaten either hot or cold. Presented in an eye-catching pack decorated with pink roses and bunting, it invites consumers to celebrate summer by enjoying their soup outside.
“Our latest limited edition soup encourages consumers to dine in true English garden party style,” says Nigel Parrott, New Covent Garden’s Group Marketing Director. “Its pretty, vintage-style pack creates real standout on shelf and will generate incremental sales.”
The pack includes references to garden parties and invites consumers to dine outside with fine china soup bowls and “a sprinkling of outdoor dining decadence.”
“Increasing numbers of consumers are seeking the Al Fresco dining experience,” adds Parrott. “Presented as the ideal outdoor dining option, English Summer Garden will attract new consumers to the category and reinforce New Covent Garden’s position as the leading innovator in soup.”
New Covent Garden’s Soups of the Month 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 40% volume share, five times more than the combined share of all other branded fresh soups.*
English Summer Garden will be available until the end of August with an rrp of £2, in outers of six.
* Source: A C Nielsen 52 w/e 11 June 2011.
New Covent Garden
Trade enquiries: 0113 248 0606