It’s carnival time for leading soup brand New Covent Garden this month, as it launches an exotic new variant in celebration of a vibrant festival in Goa.
The company’s latest Soup of the Month, Goa Carnival, is a warming blend of Goan spiced spinach, cauliflower and coconut. It is inspired by its namesake event, a lively festival held between 5 – 8 March which features parades of fire-eaters, acrobats and musicians.
“New Covent Garden’s discerning consumers expect innovative new ideas and flavours on a regular basis,” says Nick Munby, New Covent Garden Food Co. Senior Brand Manager. “Our Soups of the Month have become renowned for being imaginative – and we feel that Goa Carnival certainly fits the bill.
“We wanted to celebrate the joyful spirit of the carnival with a spicy, flavoursome variant guaranteed to brighten the dullest of days for our consumers,” he adds. “Goa Carnival is a lively soup packed with ginger, cumin, paprika and chilli flakes, balanced by the sweetness of coconut.”
New Covent Garden’s Soups of the Month are one of the success stories in the fresh soup market, and now account for around 10% of the brand’s sales.
New Covent Garden is the market leader in the chilled soup category, which has grown by 12% so far this winter.* The brand has more than five times the combined market share of all other branded fresh soups.*
Presented in strikingly colourful packaging, Goa Carnival will be on sale throughout March with an rrp of £1.99, in outers of six.
* Source: AC Nielsen data to 12w/e 25/12/10.
New Covent Garden Food Co.
Tel: 0800 389 4415