Green Giant, the UK’s No 1 sweet corn brand from General Mills UK, is stirring up the soup category with a major innovation this summer – the launch of Green Giant Soup. This exciting development demonstrates the brand’s growth potential and moves Green Giant, one of the most trusted and iconic brands in the UK with 98% consumer awareness, into a completely new product category where it will generate an anticipated £4 million plus in sales in its first year. General Mills UK has developed Green Giant Soup following extensive research which shows that UK consumers are looking for a natural, nourishing soup for everyday consumption.
Building on 70 years of experience in the soup category in the United States and tapping into Green Giant’s 83 year heritage and loyal customer base in the UK (Green Giant sweetcorn is eaten in a quarter of British households), Green Giant Soup delivers a wholesome soup made with real vegetable goodness and containing no additives or preservatives.
Green Giant Soup comes in a pouch and is available in three delicious flavours: Vine Ripened Tomato, Country Garden Vegetable and Farm Harvested Mushroom. Green Giant Soup will be merchandised in the soup aisle.
According to General Mills UK, Green Giant Soup is the result of extensive consumer and category insights. “Consumers are at the heart of everything we do,” says Ed Culf, the company’s Marketing Director. “Our ongoing research revealed that there is a real gap in the soup category for a product that provides shoppers with a fresh, natural, high quality offering, from a brand they love and trust.
“Green Giant Soup has been developed to tap into that opportunity. Not only that but it will provide consumers with one of their five-a-day portions of fresh fruit and vegetables.
“Consumers are always looking for new ways to hold on to a little ‘me’ time in this fast-paced society, and Green Giant Soup encourages them to ‘make time for goodness’.”
Pre-launch consumer testing found that an impressive 84% intended to purchase Green Giant Soup after trial, and the plastic pouch packaging was perceived to be healthier, fresher and more modern than its canned counterparts.
Green Giant Soup will be backed by a significant marketing investment in 2008. The new product will benefit from a dedicated £2 million TV advertising campaign (details to be announced later in the year). This bespoke activity will be underpinned by consumer PR, in-store activation, sampling and an online newsletter. This activity forms part of the overall £5.2 million marketing support package for the Green Giant brand in 2008.
Andy Foweather, Sales Director, General Mills UK, says: “Green Giant Soup is set to be a major retail success, and its potential is huge. The brand’s key attributes deliver a differentiated offering to the soup category, which provides it with strong consumer appeal. On top of that Green Giant Soup will be backed by a heavyweight marketing support package, which will tell shoppers all about the brand and drive demand.”
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