Bloody Mary, New Covent Garden’s latest soup of the month, is inspired by its namesake cocktail and contains a spicy blend of plum tomatoes, garlic, onions, celery, hot pepper sauce and Worcester sauce as well as the all-important splash of vodka. The soup can be eaten hot or cold, and even features an on-pack serving suggestion which recommends consumers enjoy it in over crushed ice with a stick of celery.
“Bloody Mary certainly meets consumers’ growing demand for innovative and distinctive flavour options,” says Nigel Parrott, New Covent Garden’s Group Marketing Director. “It’s an eye-catching addition to the category that is guaranteed to drive new, curious consumers to the fixture – adults only, of course!”
“Consumers can serve Bloody Mary in just the same way as a normal cocktail – but if course it’s much more satisfying,” explains Nigel. “It brings to the table a whole new way to enjoy New Covent Garden’s Soups.”
New Covent Garden’s Soups of the Month are consistently popular with consumers and 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 39% value share, five times more than the combined share of all other branded fresh soups.*
Bloody Mary is available throughout June in outers of six, with an rrp of £2 – £2.20.
* Source: A C Nielsen 52 w/e 19 March 2011.
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